Syndicated Audiences Release Notes
Recent updates to Experian's syndicated audiences
Below is an overview of the February 2026 Experian Syndicated Audiences release along with the full release notes attached. Use the links below to navigate to any relevant sections and updates in this release.
This update includes co-branded Experian and ChaliceAI credit segments that classify consumers based on patterns in credit behavior and progression across different stages of the credit journey.
ChaliceAI is an ad tech company that builds bespoke AI models to create outcome-based audiences. They are an existing Experian client, licensing our Marketing Attributes to power select products, and have collaborated with Experian to develop the new audience segments in this release.
These segments use multiple credit indicators to help marketers identify consumers ranging from early credit building and recovery to established and premium credit usage.
For example, a financial services brand can use the Emerging Credit Builder Consumers segment to reach consumers early in their credit journey with educational products and starter offers, while a premium card issuer could use the Established Premium Credit Users segment to identify consumers suited for premium credit products and rewards programs.
This section includes 431 existing segments with updated naming conventions designed to improve searchability and usability across platforms. Segment names have been refreshed to follow a more intentional, search-optimized structure, with key terms aligned consistently across the segment name, field name, and descriptions to improve how these segments surface in platforms.
These updates make it easier to quickly discover relevant segments, support visibility within AI discovery and recommendation tools, and strengthen competitiveness across activation platforms. This work reflects an ongoing commitment to improving the clarity, usability, and discoverability of our segment taxonomy, helping users feel confident in both finding and selecting the right audiences.
These updates span multiple audience categories across Business, Demographics, Finance, Lifestyle, Retail, and more. This section also includes 52 segments renamed to remove FLA, or Fair Lending Act, from the segment name, as they do not meet FLA criteria. These segments can be found across multiple audience categories.
In addition, the DASH TVU Study that powers a small subset of TV Viewership audiences developed in collaboration with the Advertising Research Foundation has now been accredited by the MRC. Audience definitions and naming conventions do not change, but the description has been updated to reflect the accreditation.
A mapping of the original names to the refreshed names can be found in the release notes.
Experian retires audiences twice per year. These retirements will be visible within our products and products using Experian Audience in the February and August extract releases.
Moving to twice per year allows clients ample notification of retirements and avoids ad hoc changes that may cause clients and products to consume changes in multiple successive months. These two months attempt to avoid the end/beginning of year, holiday times, summer vacation season, as well as the common fall/winter code freezes that many organizations experience.
Experian will strive to provide 1-year prior notice where possible for these retirements. The notification timeline and twice per year retirement create a regular expected cadence for clients.
In alignment with this process, the next planned retirement is happening this month, February 2026 and the fields currently scheduled for retirement are listed in this document below. New retirements of fields along with the retirement date will be communicated through future release notes.
NOTE: Exceptions to this planning will be made due to contractual, legal, or compliance reasons. These timeframes are outside of our control but should be minimal. To support our clients as long as possible, ethnic data referenced in this release is not a retired field but will not be available in certain states as the regulation becomes effective.
As part of our regular data lifecycle, several audience segments are scheduled for retirement in February 2026, including 30 auto model audiences tied to discontinued vehicles and one lifestyle audience with potential overlap into sensitive categories. These updates support ongoing data set quality, relevance, and compliance. If needed, please work with your Experian team to determine a transition plan.
Renaming segments will not impact the underlying data or any existing activations across platforms. However, if any retiring segments are currently being used within an active data flow, those activations will be affected.
For Experian Audience Engine users, separate communications will be sent if you are currently using a retiring audience. If you have any questions, please contact your Experian team.
For clients activating Experian Audiences in third party platforms, a comprehensive list of all new audiences, updated naming conventions, and planned retirements is available in the release notes.
For full details, including a comprehensive list of planned retirements and additional information about each of these updates, please refer to our release notes.