Syndicated Audiences Release Notes

Below are the November 2026 Experian Syndicated Audiences release notes along with a PDF version attached. Use the links to navigate to any sections and updates in this release.

New audiences

• Retail
• Automotive

Updated audiences

• Model enhancements
• Segment naming refresh

Retiring audiences

• February 2027 Retirements
• August 2027 Retirements

Audience activation impact

Release notes in PDF format

This update introduces 146 new shopper behavior segments focused on consumers’ likelihood to shop across specific brands, retailers, and product categories. Built using historical credit and debit transaction data and predictive modeling, these segments estimate purchase propensity and help marketers prioritize audiences most likely to respond.

The underlying data spans more than 3,000 financial institutions and 100 million cards, representing over $427 billion in annual spending. Covering apparel, beauty, groceries, home improvement, travel, dining, and other retail categories, these segments help marketers identify prospective customers and tailor campaigns to relevant shopping interests.

For example, a home improvement brand can use the Home Depot Likely Home Improvement Shoppers segment to reach consumers likely to shop for renovation supplies, tools, and home projects, while a fashion brand could use the Likely Buyers of Athleisure Performance Apparel segment to promote activewear, performance clothing, and related product collections.

This update introduces 48 new Auto segments, including a new category, Lifecycle signals. Lifecycle segments focus on purchase propensities, financing, and leasing. These segments help marketers identify consumers approaching important financial milestones, such as lease expiration, loan payoff, and positive vehicle equity, as well as those likely to purchase, finance, lease, or trade in a vehicle. With purchase windows ranging from the next 30 days to 24 months, marketers can better align messaging, offers, and campaign timing to anticipated vehicle needs.

The update also expands ownership and in market segments with additional vehicle makes and models, including electric, hybrid, luxury, and specialty vehicles, along with switcher audiences. These segments help marketers reach prospective buyers interested in specific vehicles and engage current owners with relevant upgrade, service, retention, and conquest campaigns.

For example, an auto dealership can use the Vehicle Lease Ending in 0-3 Months segment to reach consumers approaching the end of their lease with vehicle upgrade or lease renewal offers, while an auto lender could use the In Market for Auto Loan Refinance: Next 180 Days segment to promote competitive refinancing options to consumers likely to be considering changes to their existing auto financing.

This update introduces enhancements to our education model as part of our ongoing data lifecycle improvements, helping keep audiences current, accurate, and relevant as consumer characteristics evolve. The model now uses a unified approach to estimating educational attainment, rather than separate models for each education level. The refreshed segments, which have the same field names and IDs, cover a range of education levels, including high school, some college, associate degrees, bachelor's degrees, and graduate or professional degrees. These audiences help marketers tailor messaging, products, and services to consumers based on their educational backgrounds and better align campaigns with relevant career, financial, and personal development needs.

For example, a continuing education provider can use the segment, Some College / Vocational, to identify consumers with some college education to promote degree completion or professional certification programs.

This section includes 64 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 and support visibility within AI discovery tools. 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.

Planned audience retirements are typically aligned to the February and August data release cycles. We aim to provide as much advance notice as possible to support planning and campaign continuity. When retirement timelines are known well in advance, we will provide notice as soon as possible. However, in some cases, particularly when driven by legislative or other unforeseen changes, notice may be shorter. 

We recognize the importance of advance visibility and will continue to communicate retirements as early as possible to help partners notify users and manage any impact to active campaigns.

If a recommended replacement audience is available, it is noted in the chart below. In some cases, this replacement is a very similar replacement, while in others it serves as a proxy. If no recommended replacement is listed, please work with your Experian representative to determine a transition plan as needed.

As noted in previous communications, Mosaic V7 audiences are retiring in February 2027. Mosaic V8 audiences are now available, but are not a direct replacement as V8 has been rebuilt. For more information about the 2026 Mosaic rebuild, please click here. For a full list of Mosaic V8 audiences, please click here.

Five automotive audiences are scheduled to retire in February 2027 without replacement.

8 automotive audiences targeting in market make and models are scheduled for retirement in August 2027 as models are less relevant in market.

3 Publisher Derived audience segments targeting pet categories are retiring without replacement.

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, please refer to this document for the comprehensive list of all new audiences, updated naming conventions, and retirements.

For a PDF version of the above release notes, please click the button below.