Experian Marketing Data Release Notes

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

New attributes

• Television
• Geo-Coding

Updated attributes

• CAPE annual update

Retiring attributes

• August 2026 retirements
• February 2027 retirements
• August 2027 retirements

Audience Engine impacts

Release notes in PDF format

This update includes 29 new television attributes, including TV device brand, viewing behavior, ad receptivity, paid TV spending, viewing environment, and sports viewing attributes. These attributes help organizations analyze viewing environments and media consumption behaviors for audience insights, planning, and activation.

For example, a consumer electronics manufacturer such as LG can use the TV: Device Brand Samsung attribute to identify prospects currently using Samsung devices and develop targeted outreach, promotions, or messaging strategies aimed at converting them to LG products. A streaming service could use TV: Heavy Sports Viewers to identify audiences with strong sports viewing habits and tailor content recommendations, advertising partnerships, or subscription offerings, enabling more relevant engagement and improved viewer retention.

This update introduces 2 new Geo-Coding attributes that provide more detailed information about the level and type of geographic match returned during geo-coding for Latitude and Longitude attributes, such as rooftop, ZIP Code, or Census tract.

These attributes will eventually replace the existing Field 10677, Match Level for Geo Data. Clients currently receiving Field 10677 will receive separate communications with additional transition details.

This update introduces 5 new Geo-Coding attributes that provide planning center fields for Connecticut, reflecting the state’s transition from county codes to planning region codes. For all other states, planning center values will align with existing county-based values. Both the standard / existing version and attributes, as well as the Planning Center version will be available.

These attributes give clients added flexibility when working with Connecticut geography while maintaining consistency for records outside Connecticut.

The updated FY26 Census Area Projections and Estimates (CAPE) release is now available, with updated estimates and key enhancements across several datasets. Clients using CAPE attributes will receive separate communications with full detail, but key updates for Marketing Attributes and Enrichment clients include:

The annual update to the CAPE Ratio and Percentage attributes was released on June 2026 in extract 325 for Marketing Attributes and Enrichment.

The same 469 fields and field IDs remain available – only the underlying data has been refreshed to the most recent year as part of the standard annual update. No action or change order is required. Field ID ranges are as follows:

• Fields 50987 through 51439
• Fields 76680 through 76781

For a complete list of the updated fields, please contact your Experian team or refer to the data dictionaries.

In this update, Retail Demand has been rebuilt using 2022 Census of Retail Trade (CRT) data, with Store Types and Merchandise Lines updated to align with North American Industry Classification System (NAICS) 2022 standards.

The rebuilt version includes 138 attributes with new field names and IDs. Because the source data and category definitions have changed, the new attributes are not direct (one to one) replacements for the existing 116 attributes. We recommend that clients using the existing attributes being receiving the new version and planning for the transition.

The current Retail Demand attributes will be available until they retire in August 2027. Clients currently receiving these attributes will receive separate communication with additional details and transition guidance.

For a complete list of all 138 new attributes and 116 retiring attributes, please contact your Experian team or refer to the data dictionaries.

Experian retires data attributes twice per year. These retirements will be visible within our products and services using Experian Marketing Data attributes 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, this release cycle is the next planned retirement 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.

If a recommended replacement attribute is available, it is noted in the release notes. 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.

This update retires 800+ Consumer Expenditure CAPE2020 attributes. Replacement attributes are available, but they use updated field IDs and names and contents are not a direct match, so they should be reviewed before mapping or migration. Clients ordering Consumer Expenditure attributes will receive separate communications from their Experian teams. For a full list, please reach out to your Experian team.

6 attributes identifying estimated home income, income indexes, and income percentiles are being retired because income models have been updated.

4 financial attributes that identify credit card spend are retiring because data sources have been deprecated. Clients receiving these attributes have received separate communications with more detail.

9 financial attributes that identify net and invested assets along with investment type are retiring as they have been replaced by updated models.

4 attributes identifying Census geographies are retiring because they are based on 2010 data. Most transitions to attributes updated with 2020 data have already been made.

1 attribute identifying households interested in parenting magazines is retiring.

4 college sports and student mobile location attributes are retiring because student data falls into a sensitive category.

1 TrueTouch attribute identifying the best time of day for call center outreach and 2 attributes related to traditional newspaper channel preferences are retiring as consumer communication behaviors continue to evolve.

7 automotive audiences targeting in market models are scheduled for retirement in February 2027 as models are less relevant in market.

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

116 CAPE Retail Demand attributes will retire in August 2027. Newly rebuilt Retail Demand attributes are available now, but they are not direct replacements for the retiring fields as the underlying data has been updated. For more details, please click here.

Field 10677, a geo-code match attribute, is scheduled to retire in August 2027. This field indicates the level or type of geographic match returned during geo-coding, such as rooftop, ZIP Code, or Census tract.

Beginning in July 2026, values for Field 10677 will be derived from enhanced geo-coding software that improves location coverage and granularity. Clients may see slight differences in the data, but overall precision should improve. All legacy values except for value B, which represents Population center of the Census Block Group, will be available.

Field 10677 will be replaced by two fields. We highly recommend clients use both:

Both fields are available today, and we would encourage clients to being receiving them ahead of the retirement date for a smooth transition.

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

Please note that if any retiring attributes are used within an active data flow, those flows will be impacted. If you are currently using any retiring attributes, separate communications will be sent directly. If you have any questions, please contact your Experian team.

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