All posts by Experian Marketing Services

Contextual targeting is having a comeback, and it’s smarter, sharper, and more strategic than ever before. By 2030, annual contextual advertising spend is anticipated to reach $562 billion! As marketers move away from cookie-based targeting and adjust to a privacy-first digital world, contextual advertising is becoming one of the most effective ways to reach engaged audiences. Unlike the basic contextual keyword targeting of the past, today’s contextual strategies are built on data, machine learning, and deep audience insights. Experian, with Audigent, plays a key role in powering this evolution, enabling marketers to execute contextual campaigns with the precision, performance, and compliance needed for today’s environment. Let’s talk about how advertisers are reaching audiences in a changing advertising era with smarter contextual targeting. What is contextual targeting? Contextual targeting, by definition, is a cost-effective, privacy-safe way to engage audiences based on what they’re reading or watching in the moment without relying on personal identifiers. It places ads on webpages that contain content relevant to your product or service. Contextual targeting vs. behavioral targeting The concepts of contextual and behavioral targeting are commonly confused. Both aim to deliver relevant ads, but their methods differ significantly.  Let’s break it down. Behavioral: Based on online behaviors Behavioral targeting builds user profiles based on factors like browsing history, clicks, and purchases, tracking users across platforms using cookies and device IDs. For example, if someone researches new SUVs on multiple sites, they might see car-related ads long after they’ve stopped actively looking. While 68% of consumers say they’re concerned about how their data is used in advertising, marketers have the opportunity to build trust through better targeting with Experian. We help brands meet rising consumer expectations with responsible, privacy-forward behavioral data and targeting options that enable you to reach audiences effectively while aligning with your privacy and control needs. Contextual: Based on content and environment Behavioral targeting will continue to play a valuable role in personalized marketing strategies, but contextual targeting is a compelling alternative or complement for strong performance in a privacy-safe, scalable, cost-conscious way. Contextual targeting focuses on the ad environment. It analyzes the page's content, such as keywords, tone, and structure, and serves ads that align with that context without personal identifiers or user tracking.  With Experian Marketing Data, you can enhance contextual targeting further by layering in data about who’s likely to be on the page. That combination of content signals and audience intent creates smarter, more privacy-compliant campaigns that perform better. Innovations in contextual targeting In its early form, contextual targeting depended on simple keyword matches. While functional, it lacked nuance and often resulted in broad or irrelevant placements.  Today, the approach is far more intelligent. Thanks to AI, machine learning, and natural language processing (NLP), platforms can now assess the full context of a webpage, analyzing tone, sentiment, structure, and content depth to determine the best ad match. Contextually-Indexed Audiences Experian’s Contextually-Indexed Audiences take contextual targeting one step further by analyzing traffic from websites and mobile applications to identify the types of frequent visitors to those pages with the power of rich consumer insights. Instead of simply showing up on relevant pages, brands can reach pre-qualified audiences mapped to those environments, combining intent, content, and data-driven strategy in a single solution. This is where contextual targeting is headed and why it's no longer just an alternative to behavioral but a strategic advantage in its own right. A privacy-first future Even as third-party cookies remain in use, their long-term reliability is uncertain, and the industry continues moving toward solutions that don’t depend on personal identifiers. Laws like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have led advertisers to rethink how they engage audiences, shifting focus from individual tracking to content and context. With modern tools, advertisers can use contextual targeting programmatic strategies to reach audiences in privacy-compliant ways that still deliver high performance. Programmatic platforms like demand-side platforms (DSPs) now offer pre-built contextual segments by industry, interest, seasonality, and more.  In a few clicks, marketers can launch campaigns that align with content environments where consumers are already engaged without behavioral tracking. For brands looking to future-proof their media strategies, contextual is one of the few options that checks every box. Why more marketers are using contextual targeting Contextual targeting can help you grow your audience, drive web traffic, boost visibility, and increase conversions as data privacy regulations grow stricter worldwide.  Here’s a deeper dive into the benefits of this targeting strategy. Connect with ready-to-engage audiences One of contextual targeting's greatest advantages is the ability to meet consumers exactly where and when they’re most receptive. It places your ads on pages where they naturally add value to the user experience. When someone is actively reading or watching content about a specific topic, they’re already in the right mindset, which makes your ad feel more like a helpful recommendation than an interruption.  For example, if someone is reading a blog post comparing hiking backpacks, they’re far more likely to engage with an ad for outdoor apparel or trail shoes than one for an unrelated product like kitchenware. Drive sales and revenue while lowering costs Another draw of contextual targeting is its affordability for brands with limited budgets. It doesn’t require third-party data, identity graphs, or tracking infrastructure, so it’s easier on your media budget. By aligning ads with page context, brands can also see real business results, such as: Lower cost per thousand impressions (CPM): Since contextual ads are served based on the content of the page rather than user profiles, they often have a lower price tag — especially in verticals where access to behavioral segments may be more competitive. Reduced cost-per-acquisition (CPA): More relevant impressions mean fewer wasted clicks and better ROI. Lower cost-per-click (CPC): On networks like Google Display, CPCs for contextually targeted ads can be as low as $0.45, especially in e-commerce and consumer goods sectors. Higher conversion rates: Ads placed in relevant environments outperform generic placements, which increases the likelihood of action and conversion. Higher lifetime customer value (LTV): Users who arrive at your site from contextually aligned ads are more likely to convert and become repeat customers, driving long-term revenue. Quick and easy setup, built to perform Contextual campaigns can also be launched quickly, often within a day, and produce immediate results.  One powerful option is Experian’s Contextually-Indexed Audiences, which combines real-time analysis from over two million websites with access to more than 1,400 trusted audience segments. Available through top demand-side platforms’ contextual marketplaces and Audigent private marketplaces (PMPs), this solution offers a scalable way to reach high-intent consumers without cookies or IDs.  Getting started is simple. With a few inputs like relevant topics, keywords, or content categories, you can activate ads in environments where your audience is already engaged. And the best part? The ease and speed to launch doesn’t mean you’re sacrificing results. Because your ads show up alongside content your audience is already interested in, they feel timely and relevant, which leads to more clicks, stronger engagement, and better overall performance. Personalized experience based on known interest Consumers crave personalization. In fact, Deloitte conducted a 2024 study that found 80% of consumers want personalized brand experiences and spend 50% more with the ones that do. Contextual targeting meets that expectation by delivering relevance in the moment without tracking users’ online behavior.Experian’s Contextually-Indexed Audiences use contextual cues across the web to find common sets of audiences and identify where high-intent audience segments tend to show up. This helps advertisers deliver relevant, privacy-safe messaging to consumers who are more likely to engage, thereby building trust, capturing attention, and increasing performance while respecting user privacy. Brand safety Contextual targeting even helps brands avoid reputational pitfalls. With the help of AI and NLP, today’s contextual tools can assess what a page says and how it says it. That means you’re not just protecting user privacy but also your brand by ensuring your ads appear in relevant, trustworthy environments that reflect your values. Contextual targeting examples Contextual targeting works across nearly every industry, helping brands connect with audiences based on the content they’re consuming in the moment.  Here are a few examples of this in action across verticals. Contextual targeting for automotive buyers Most car buyers don’t just walk onto the lot. They arrive informed, having begun their journey online, researching makes, models, financing options, trade-in values, and credit requirements. It’s during this discovery phase that contextual targeting shines. Advertisers in the automotive space can serve ads alongside car reviews, dealership comparisons, or articles about electric vehicle tax credits, connecting with shoppers actively gathering information and signaling strong purchase intent. When your ad appears in the middle of that research journey, it feels like the next logical step. Contextual targeting also helps local dealerships and national brands stay top of mind during key decision-making moments without relying on third-party cookies. Contextual targeting for first-time parents New parents are one of the most information-hungry audiences online. From sleep training and stroller reviews to feeding schedules and baby-proofing tips, they consume a massive amount of content across various topics. That content provides a rich canvas for contextual targeting. Brands selling baby gear, wellness products, insurance plans, or parenting services can place ads on relevant articles and forums, connecting with parents when they’re researching their options and making purchase decisions. Contextual targeting for political campaigns Contextual targeting helps political advertisers connect with voters in relevant, mission-aligned environments. In a time when misinformation and divisiveness can influence public perception, maintaining this control is more critical than ever. With contextual targeting, campaigns can place their ads alongside trustworthy, high-quality content that addresses issues relevant to their supporters, whether it’s local policy, national news, or editorial commentary aligned with their platform. Advertisers can also avoid content that may contradict their message or brand values. The future of contextual targeting While Google no longer plans to fully deprecate third-party cookies, the industry has already moved forward. Most marketers have invested in cookieless solutions, and that momentum isn’t slowing down.  As contextual targeting becomes even more essential to future-proofing media strategies, its effectiveness depends on the quality and responsibility of the data behind it. That’s where Experian leads the way. Experian Marketing Data as the foundation At the core of Experian’s contextual targeting capabilities is Experian Marketing Data: a rich, privacy-compliant data set built from verified offline sources. This foundational data powers everything we do and fuels the full suite of Experian’s audience and targeting solutions. Marketing Attributes and Audiences One of the key products built from this data is Marketing Attributes, which transforms raw information into detailed, privacy-safe variables like lifestyle preferences, financial behaviors, and media habits. These attributes form the building blocks of Experian Audience solutions, allowing you to create highly specific segments tailored to your goals. When applied to contextual targeting, these segments help you align your messaging with the types of content your ideal audiences are consuming in real time. We’ll help you activate contextually relevant campaigns using real audience insight to place the right message in the proper environment at the ideal moment. Contextually-Indexed Audiences Powered by Experian Marketing Data, Contextually-Indexed Audiences brings a new level of precision to contextual targeting. By analyzing traffic from over two million websites and apps, we offer access to 1,400 audience segments (like luxury shoppers or frequent travelers) that are most likely to visit specific content. This lets you place your message in environments where your target customers already are, combining contextual relevance with data-driven intent. It’s a smarter, privacy-safe way to reach the right people without relying on cookies or user tracking. You can activate these audiences instantly through the top demand-side platform’s contextual marketplace or partner with Audigent to create a custom PMP. A PMP offers more control and flexibility and allows you to enhance campaign performance with additional performance optimization capabilities and activation across any media-buying platforms. Experian collaboration with Audigent and Peer39 Experian and Audigent partner to deliver SmartPMPs, or private marketplace deals that give advertisers access to premium inventory and privacy-first data activation in one streamlined solution. What makes this partnership unique is Audigent’s supply-side integration. Instead of only running audience segments through the DSP, SmartPMPs pair Experian’s high-performing audiences with curated inventory from thousands of publishers, all accessible through a single deal ID. This supply-side approach unlocks: Better reach across CTV, display, video, and more Stronger performance through real-time supply optimizations Personalized campaigns that don’t rely on cookies or user-level identifiers We’ve also partnered with Peer39 and Audigent to expand contextual targeting capabilities further. These partnerships make it possible to match Experian syndicated audience segments, including geo-indexed and behavioral data, to contextual signals in real time.  Advertisers can now run fully cookieless campaigns with exceptional scale and performance by indexing Experian Marketing Data through our identity graph and activating through platforms like Audigent’s Hadron ID or Peer39’s integrations.  In one beta test with Audigent, a major national advertiser used this solution to run a 15-day campaign that exceeded CTR benchmarks by 25% with no cookies or IDs. Talk to an Experian team member today The future of digital advertising is about trust as much as performance. Turn to Experian for help reaching your audience in the right environments using ethically sourced, privacy-first data. We help brands run scalable, contextually aligned campaigns built for today’s privacy landscape and tomorrow’s performance goals. With tools like Marketing Attributes, Contextually-Indexed Audiences, and Audigent PMPs, we make it possible to connect meaningfully without crossing privacy boundaries. Let’s talk about how we can help you lead the way. Latest posts

Supply-side platforms (SSPs) are expected to deliver more than inventory—they’re being asked to support sell-side targeting strategies, campaign results, and proof of performance. To meet that demand, SSPs need more than access to inventory. They need better data, better tools, and a way to bring it all together. Experian’s solutions for SSPs We built Experian’s solutions for SSPs with that demand in mind. By combining identity resolution, audience targeting, and third-party measurement, we help platforms move beyond basic transactions. Whether you’re doing sell-side targeting, supporting direct deals, or looking to support campaign validation, our tools make it easier to create value for buyers—and keep them coming back. Our solutions that help SSPs: Resolve identity across digital touchpoints using our industry-leading Digital Graph Build differentiated audiences using over 2,400 Experian Audiences and Partner Audiences in Audience Engine Support advertiser-direct relationships with tools to create, activate, and host custom segments Measure real outcomes like in-store visitation and sales through Outcomes, our third-party validated reporting suite Together, these capabilities allow SSPs to produce data-driven deals, increase addressability, and meet buyer demand for smarter, more measurable media. Campaign snapshot: Yieldmo + Experian Yieldmo, an advertising platform known for its creative formats and data-informed approach, has already put this solution to work. Here’s how they built a custom strategy for a major athletic retail client using Experian's joint solution for SSPs. The challenge: Drive in-store traffic and reach new buyers Yieldmo supports a leading athletic retailer’s seasonal campaigns focused on in-store traffic. This advertiser wanted to reach new buyers—specifically those who might otherwise shop with a competitor. To do this, they needed access to strong audience segments with reliable data and the flexibility to act quickly across channels. This was the first time Yieldmo applied Experian Audiences to this retailer’s campaigns. The stakes were high: the client was looking for better in-store outcomes and a more streamlined activation workflow. The solution: Experian's activation solution for SSPs Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a flexible, high-performing media plan that spanned display inventory and included both conquesting and primary in-store shopper segments. The team selected and activated: Apparel and footwear audiences built from Experian and partner data providers In-store shopper segments targeting retail behavior signals Competitive purchasers to capture likely buyers from other athletic brands Our data marketplace allowed Yieldmo to combine Experian Audiences with Partner Audiences from providers like Alliant, Circana, Sports Innovation Lab, and Webbula—all in one place. Manual audience creation used to take days. Now, Yieldmo can build and activate campaigns through a streamlined, self-serve workflow. By working in the Audience Engine platform, Yieldmo was able to avoid multiple contracts and manual requests. They filtered audiences by brand, tailored segments to their goals, and launched without delays. “Experian’s data marketplace in Audience Engine fills a critical gap—letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast.”Abby Littlejohn, Director of Sales Planning, Yieldmo The results: Expected lift in store visits While final in-store lift results are pending, the early performance metrics are promising: Click-through rates are at and above historical benchmarks across both conquesting and primary shopper segments. Using Audience Engine’s self-serve tools, Yieldmo created audiences faster and more easily. They reduced their workload by minimizing the need for manual data wrangling. “We include Experian audience segments in 80% of formal RFPs. Between contract simplicity, data quality, and campaign results, Experian has become our go-to for third-party audience targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo Download the full case study Bring this to your platform Whether you’re looking to monetize more effectively, build deeper advertiser relationships, or stand out with sell-side targeting offerings, we designed Experian’s solutions for SSPs to do exactly that. With our industry-leading Digital Graph, over 2,400 syndicated audiences, partner data, flexible self-serve tools, and outcome-based measurement, SSPs can now move faster and go further—without compromising scale or precision. Get in touch with our team Latest posts

The partnership between Experian and Fusion92 exemplifies how collaboration can deliver real marketing impact. This article explores the ways Fusion92 relies on Experian’s data to sharpen its audience targeting, streamline engagement across channels, and achieve measurable success. A need for unified audiences When Fusion92 set out to advance how their clients connect with precise audiences, they needed a data partner that could deliver comprehensive and actionable insights. Enter Experian. By using Experian’s marketing data and digital identity graph as a core source of data, Fusion92 built a solid foundation for their tools, DIOS (Data Input Output Solution), DAX (Data Advertising Exchange), and NoMi (pronounced “Know Me”). These powerful technologies enable Fusion92’s clients to control audiences more precisely, connect with the right people across optimal channels, avoid wasted impressions, and measure results with confidence. Why Fusion92 chose Experian Quality and reliability Experian’s commitment to data accuracy has earned the #1 ranking from Truthset, ensuring Fusion92’s campaigns are built on precise, actionable, and privacy compliant data that businesses can trust. Breadth and depth By offering demographic, behavioral, and channel preference data, Experian enables Fusion92 to have greater control over precision activation, empowering better results. Expert support Experian works closely with Fusion92 to provide tailored solutions and dependable expertise, adapting to meet the unique needs of their diverse clients. “Experian never really let me down in terms of data quality, data accuracy, and data reliability.”Dave Nugent, EVP of Data Science & Strategy, Fusion92 The power of teaming up Challenge  A regional amusement park needed to increase membership renewal sales during peak season while reducing spend on households unlikely to visit.  Solution  Fusion92 combined the park’s first-party buyer file with Experian consumer data and custom geographic boundaries, built an advanced targeting model, and used Experian’s channel-preference insights to prioritize the media mix. The unified audience was then delivered omnichannel through Fusion92’s in-house proprietary DAX activation technology, with Experian’s identity graph supporting attribution.  Result  The marketing conversions beat the park’s stretch goal by 70%, confirming that accurate data and coordinated activation drive revenue lift.  “It doesn’t matter if you’re a beginner or an expert. Experian will help you make the best use out of an incredible set of data assets.”Dave Nugent, EVP of Data Science & Strategy, Fusion92 Using marketing data to power omnichannel marketing Tools built by Fusion92 that meet client needs Fusion92’s suite of tools handles every essential phase of a campaign. DIOS starts by creating audience definitions and setting a foundation for strategy. Once these insights are established, DAX takes over, activating consistent, controlled engagement with tailored messaging. Detailed performance metrics throughout help optimize strategy along the way, ensuring campaigns remain impactful and cost efficient. DIOS in action DIOS eliminates guesswork, combining Experian’s data with advanced analytics to create precise audience models. This capability enables Fusion92 to define customer segments with accuracy, providing businesses with a roadmap to success from the outset. While currently in use as a managed service by Fusion92, a public-facing SaaS version is expected to be released in 2025. Activating every channel through DAX The campaign execution phase is pivotal, and DAX ensures smooth delivery and transparent measurement across channels. By incorporating Experian’s identity graph, DAX provides a clear picture of cross-channel behaviors and preferences, and how they impact business goals. This holistic approach enhances personalization, connecting online and offline interactions to create campaigns that resonate with consumers and drive ROI. Getting to know NoMi NoMi offers next-generation audience intelligence, empowering businesses with audience profiles built from behavioral insights, like transactional activity or in-market signals. This ensures that campaigns connect with people authentically and at scale. With NoMi, Fusion92 clients streamline targeting efforts, improving efficiency while reducing wasted spend. Thinking about your own transformation? Whether you’re tackling siloed activation, enhancing attribution models, or aiming for improved targeting, Experian’s data solutions can help amplify your efforts – just ask Fusion92. Explore how we can help you target smarter, engage better, and measure success confidently. Connect with an Experian representative today About our experts Dave Nugent, EVP of Data Science & Strategy, Fusion92 Dave Nugent, EVP of Data Science & Strategy at Fusion92, has over 27 years of experience in data-driven services, helping organizations better understand and target their audiences through predictive modeling and segmentation. Before joining Fusion92, he spent 11 years at American Spirit Corporation as VP of Data Solutions and co-founded Market Reason, where he secured a patent for an identity technology known as "identity solutions." Dave’s expertise bridges traditional, digital, and social advertising, offering innovative approaches to data utilization. He also shares his knowledge as a guest lecturer at the University of Chicago Booth School of Business. Crystal Jacques, VP of Enterprise Partnerships, Experian Crystal Jacques is the VP of Enterprise Partnerships, leading Experian's go-to-market team across all verticals. With over ten years of experience in the Identity space, Crystal brings a wealth of expertise to her role. She joined Experian in 2020 through the Tapad acquisition, following her successful stint as the head of Global Channel Partnerships for Adbrain, which The Trade Desk later acquired.

When we launched our data marketplace earlier this year, we set out to transform how the industry discovers and activates privacy-safe audiences and maintains addressability across display, mobile, and connected TV (CTV). Yieldmo was one of the first adopters and their story speaks volumes about what’s possible when flexible tech meets premium data. Large retail brand boosts in-store traffic with Yieldmo and Experian Yieldmo, an advertising platform known for its inventive, AI-powered creative formats and privacy-first inventory, partnered with Experian to support a leading athletic retailer’s campaign focused on driving in-store traffic. The goal? Attract in-store shoppers likely to purchase from competitors, particularly during key sales windows. Using Experian’s Audience Engine platform, which includes our proprietary and third-party data marketplace, Yieldmo built a high-performing, self-serve targeting strategy that included both conquesting and in-store shopper segments. With the ability to easily combine Experian Audiences and Partner Audiences, like those from Alliant, Circana, Webbula, and Sports Innovation Lab, Yieldmo quickly built precise apparel and footwear audiences. Using Experian’s identity graphs in Audience Engine, Yieldmo increased cross-channel addressability to maximize campaign scale and impact. “Experian’s data marketplace in Audience Engine fills a critical gap, letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast. The platform is flexible and the support is hands-on and reliable.”Abby Littlejohn, Director of Sales Planning at Yieldmo With self-serve setup that cut down manual work, the ability to build highly tailored audiences, and expected lift in store visits, Experian helped the team achieve standout results. "We selected Experian as our primary third-party data partner based on contract ease, audience quality, and speed. Through Experian, we can find high-performing audiences from multiple providers that meet our client’s targeting objectives. We include Experian audience segments in 80% of formal RFP proposals and are in active discussions on how to optimize for future campaigns—making Experian a go-to partner for third-party targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo More data, more reach: Experian’s data marketplace fuels smarter targeting across ad platforms Today, just months after launch, Experian’s data marketplace is gaining traction across the ecosystem. Over 10 platforms, including leading supply-side platforms (SSPs) and TV platforms such as Madhive, OpenAP, and Optimum, are now actively utilizing our data marketplace to enhance their activation capabilities. As privacy rules tighten and many identity signals start to fade, a lot of activation platforms are finding it tougher to reach their audiences. This is where our data marketplace shines, with one of the most comprehensive identity graphs out there, 126 million households, 250 million individuals, and over four billion active digital IDs, we make it easy to activate audiences while keeping addressability high across channels. We preserve accuracy when scaling to digital IDs via our identity graphs since Experian is rooted in offline data, which provides better connections and smarter targeting. “Our long-standing partnership with Experian and breadth of Experian's data marketplace, combined with the interoperable, direct matching methodology of our Open Identity solution, make it possible for OpenAP to enable advertisers and agencies to use best-in-class data partners to build audiences with the highest fidelity and consistently reach audiences at scale wherever they are consuming content across premium video.”Chris LoRusso, Chief Business Officer at OpenAP Experian’s data marketplace has grown to include over 20 premium data providers, such as: “We’re thrilled to bring PlaceIQ’s privacy-first, visit-based audiences to Experian’s marketplace, giving brands quick and easy access to high-intent shoppers. From recent big-box customers to yoga-studio regulars, advertisers can add real-world relevance to campaigns across every channel.”Brian Bradtke, Head of Partner Development, Precisely PlaceIQ These partnerships bring unique value to platforms looking to understand and engage audiences more effectively, whether through physical location intelligence, sports and fandom insights, or behavioral intent signals. What’s next We're focused on expanding our data ecosystem and helping platforms and marketers turn fragmented data strategies into a unified competitive advantage. If Yieldmo’s story is any indication, this is just the beginning. Let’s connect and explore how Experian’s data marketplace can help you drive more revenue, scale your audience reach, and stay ahead of privacy shifts. Connect with us Latest posts

As a programmatic media partner for marketers and agencies, MiQ’s mission is to ensure their clients’ media investments are spent on the right audiences in the right environments. MiQ needed a stronger way to unify audience insights, increase scale, and improve efficiency amidst signal loss. To meet this challenge, MiQ integrated Experian’s Digital Graph into their Identity Spine, creating a more comprehensive view of their clients’ target audiences and ensuring their data-driven solutions remain effective, regardless of the signal source or identifier in use. What is Experian's Digital Graph? Experian’s Digital Graph is like a puzzle, connecting billions of digital identifiers to create a complete view of consumers. As signal loss makes targeting harder, our Digital Graph helps marketers stay connected by linking cookies, mobile ad IDs (MAIDs), hashed emails (HEMs), IP addresses, connected TV (CTV) IDs, and universal IDs, like Unified ID 2.0 (UID2) and ID5. We put the pieces together, matching first-party data to a variety of digital IDs for better targeting, measurement, and cross-device insights—so you don’t have to. Challenge: Strengthen targeting capabilities amidst signal loss MiQ needed to stay agile in its strategy and partnerships to ensure digital connectivity amidst ongoing signal loss. To maintain campaign performance and scale, MiQ sought privacy-first partners they could integrate into their Identity Spine. MiQ’s primary objectives included: Strengthen audience targeting across all digital environments, with or without cookies. Reach target audiences in privacy-compliant ways. Maintain or increase the scale — even as reliance on cookie-based targeting declines. The solution: Integrating Experian's Digital Graph into MiQ's Identity Spine MiQ incorporated Experian’s Digital Graph, licensing HEMs, UID2s, and third-party partner cookies, into their proprietary Identity Spine. MiQ’s Identity Spine seamlessly connects over 60 cookieless data feeds and 25 ID solutions. “Experian’s Graph has bolstered our already comprehensive, multi-ID Identity Spine with incredible data on cross-device ownership and cross-channel behavior.”Georgiana Haig, Strategy and Partnerships Director, MiQ Results: MiQ expanded the reach and scale of their Identity Spine The integration of Experian’s Digital Graph with MIQ’s Identity Spine enabled marketers to find, grow, and measure customers across screens even as signal loss evolves and traditional identifiers fluctuate. The integration allowed MiQ to: Create a unified view: MiQ now has a unified view of its clients’ target audiences, enhancing their audience understanding with the addition of 6.5 devices to each matched IP address, enhancing scale and targeting capabilities.  Increase scale: By matching first-party data to multiple universal IDs, MiQ expanded its reach across devices, contributing to a 51% increase in seed audience reach and and a 64% increase in reaching using universal IDs.   Improve efficiency: The combination of Experian’s data with MiQ’s Identity Spine improved cross-device ID resolution, leading to more accurate measurement and reporting with a 70% match rate in associating MiQ-provided IP addresses with universal IDs. Stay connected to your audience despite signal loss with Experian MiQ’s Identity Spine stays strong through their partnership with Experian, keeping audience targeting effective even as signal loss changes the landscape.  Download the full case study to learn more about how Experian’s Digital Graph enabled MiQ to strengthen audience targeting despite ongoing signal loss. Download the full case study Contact us About MiQ MiQ is a global programmatic media partner for marketers and agencies, with 19 offices across Europe, North America, and the Asia-Pacific region. They specialize in connecting data from multiple sources to solve business problems for their clients. They are award-winning experts in data science, analytics, and programmatic trading, focused on ensuring clients’ media investments are spent on the right audiences in the right environments. To learn more, please visit www.wearemiq.com. Latest posts

Summer may be vacation season for consumers, but it's go time for marketers. Between holiday weekends, travel season, and changing shopping habits, the pressure is on to deliver campaigns that land and convert.  If you're feeling behind, you're not alone. Many marketers face the same challenge every year: How do you actually use the customer data you have to fuel high-impact, seasonal marketing? And how do you ensure your brand shows up in front of the right people in the right place before the competition beats you to it? That’s where Experian comes in. With Experian’s advanced Audience solutions, you can get ahead of the trends, connect with vacation-ready shoppers, and optimize performance across digital, TV, and retail media using customer data for seasonal marketing. Capitalize on vacation excitement to drive sales and growth Summer travel often triggers a surge in pre-trip spending. Surveys show that 82% of consumers plan to travel this summer, and according to Fortune, today’s travelers spend thousands of dollars on things like luggage, apparel, and recreation gear before they even leave their homes! But while consumer demand is heating up, so are the challenges. Marketers are navigating a turbulent economic environment shaped by shifting demand curves, tighter budgets, the rising cost of goods, and supply chain disruptions caused by newly imposed tariffs. These pressures are forcing teams to rethink everything from product positioning to pricing strategies. In this climate, it’s more important than ever to maximize performance, reduce waste, and stay laser-focused on reaching high-intent audiences likely to convert. Using customer data for seasonal marketing helps brands predict and capture demand with precise, relevant targeting. Whether your customers are planning a trip to the beach or hiking the Rockies, timely messaging and audience alignment can drive engagement and conversion. Experian Audiences power effective audience strategies But even the most compelling campaigns can fall flat if you're working with incomplete data, outdated segments, or generic targeting. Consumer data providers like Experian can help you fix that. Our Audience solutions help you go beyond assumptions and truly understand who your shoppers are, what they’re planning, and how they behave, so you’re ready to get in front of their summer plans. Six steps to creating a successful seasonal marketing campaign When you’re ready to turn summer intent into strategy, Experian Audience solutions help you translate vacation-driven behaviors into high-performing campaigns. Each product in the Experian Audience suite supports a specific stage in seasonal marketing planning and execution. 1. Define your goals Before diving into channels and creatives, get clear on your customer database marketing goals. Are you trying to increase online purchases? Drive in-store traffic? Expand brand awareness? Use Syndicated Audiences to set fast, focused goals. If you’re short on time, Experian’s 2,400+ Syndicated Audiences give you a head start. These pre-built, behavior-based segments — from luxury travelers to seasonal sports enthusiasts — help you quickly identify who to target, where they spend time, and how to message to them. With segments ready to plug into 30+ activation platforms, you can ensure quick, confident activation. 2. Decide what data you need and which audiences to target Using customer data for seasonal marketing means mapping behavior to intent. This core tactic in customer database marketing can help you drive deeper engagement. Our data solutions simplify the process, whether you’re starting with limited data or already know your best customers. If you’re starting with a list, Enrichment can append lifestyle, income, and travel preference data to help you understand what motivates your existing customers. If you don’t have a list, Marketing Attributes gives you full control when building new audiences or lookalikes based on relevant seasonal traits like beach vacationers or frequent CTV watchers.  3. Identify key holidays and events Summer is full of shopping triggers: Memorial Day, Father’s Day, Fourth of July, Labor Day, and countless local and regional events. However, not every customer behaves the same way. Use Enrichment to understand when your customers are most likely to act. By comparing your first-party data to broader market segments, you can time promotions more strategically. For instance, enrichment might reveal that outdoor gear buyers convert in early June, while luxury travelers plan closer to July.  4. Activate across digital, TV, and retail media Summer shoppers don’t stick to one screen. They’re streaming TV, reading travel blogs, browsing retail apps, and catching up on email — often from a beach chair or airplane seat. That’s why omnichannel delivery is a must, and it’s where consumer data vendors like Experian can help you reach your audience across channels with targeted messaging for key holidays and events: Syndicated Audiences simplifies omnichannel activation with built-in integrations to 30+ leading activation platforms. These pre-mapped segments let you deliver consistent messaging across the places where your audience is most engaged. Looking for privacy-forward reach? Contextually-Indexed Audiences are segments built by linking real-world behavioral data to the types of content those audiences typically consume online, allowing you to activate based on content instead of identity while offering a more contextually relevant experience. Using customer data for seasonal marketing, Experian maps real audience segments across web and app environments — like national park guides and travel blogs — for ID-free precision targeting in a cookieless environment. 5. Track and evaluate performance Don’t wait until the end of the campaign to make changes. Experian’s measurement tools help you track performance in real time, so you can optimize early and often. Measure how well specific audiences — enriched, syndicated, or contextual — are performing across platforms and use those insights to shift spend toward top performers. 6. Optimize and refine your strategy After the season ends, it's time to take what you’ve learned and build smarter for the next push. Use Outcomes to analyze: Who converted Which segments underperformed How your customer base compares to the broader market How your audience evolved Which campaigns drove meaningful adoption These insights can then inform your next round of audience building, so whether it’s back-to-school or a holiday, you’re already ahead. Example 1: The beach vacation shopper To illustrate Experian’s Audience solutions at work, let’s say a high-end swimsuit brand wants to reach women over 30 planning beach vacations to Florida, Hawaii, or Mexico. However, their CRM only includes basic transaction and purchase details and offers little insight into who their customers are. Audience solution: Enrichment Using Experian’s Enrichment solution, the brand could layer on lifestyle, income, and travel preference data to turn shallow profiles into rich audience segments. With a deeper understanding of their shoppers, the brand could develop a targeted messaging strategy by destination, build high-performing lookalike audiences, and confidently activate across channels. Example 2: The European traveler As another example, suppose a footwear brand wants to reach millennial travelers heading to Europe between May and August. They specialize in stylish, comfortable walking shoes that are ideal for travel but lack the technical in-house resources to build custom segments. Audience solution: Syndicated Audiences Using our Syndicated Audiences, the brand could easily tap into pre-built segments tied to leisure travelers, international shoppers, and comfort-focused footwear buyers. With plug-and-play access to over 2,400 verified audience segments, the brand could quickly layer this targeting into their programmatic and paid social campaigns without requiring custom development. And with fast speed-to-market and improved message relevance, the brand could launch cross-channel campaigns just in time for peak summer travel planning. Example 3: The outdoorsman Consider a camping tent company that wants to reach families planning summer trips to national parks, campgrounds, or RV resorts. They don’t have much first-party data to work with, but they know their audience is online, researching their next adventure. Audience solution: Contextually-Indexed Audiences With Experian’s Contextually-Indexed Audiences, the brand could target people actively reading content about outdoor travel (like hiking tips, campground reviews, or road trip itineraries) without relying on cookies or IDs. They’d be able to activate contextually relevant audiences mapped to sites that outdoor enthusiasts frequent and drive site traffic with strong click-through rates. Example 4: Big-box retailer launching summer gear Imagine a national retailer preparing to promote summer essentials like patio furniture, grills, fitness gear, and travel accessories. Their goal is to build predictive models for their summer product demand and reach new customers most likely to buy before they even search. Audience solution: Marketing Attributes With Experian’s Marketing Attributes, the retailer could license over 5,000 lifestyle, demographic, and behavioral variables to enrich internal models and uncover high-indexing consumer groups, such as outdoor entertainers or health-conscious families. This data-powered insight would help them predict demand and identify audience segments worth testing across media channels. The team could find new, qualified segments ideal for email and CTV activation and get a head start on the season, eventually increasing ROI on their summer campaign spend. Talk to Experian about your summer campaigns today Using customer data for marketing doesn't have to be overwhelming, especially when you have access to a trusted consumer data provider and plug-and-play audience tools for every stage of the funnel.  Whether you’re working with a robust CRM or starting fresh, consumer data vendors like Experian can help you reach the right audiences with speed, accuracy, and confidence. Our advanced tools are designed for both advanced marketers and teams just beginning to explore consumer database marketing. No matter your goals, Experian is here to help you build an audience strategy that performs. Contact us today Latest posts

Back-to-school season remains one of the biggest retail moments of the year—and 2025 is expected to follow suit. Total spending is projected to reach $84.51 billion, with K–12 shoppers alone contributing nearly $50 billion—59% of the total. E-commerce will also play a major role, accounting for 37.4% of total back-to-school sales. However, 2025 shoppers may be facing even higher costs due to the incoming tariffs with everything from laptops and lunchboxes to kids' clothing and crayons becoming more expensive. In anticipation of these rising prices, shoppers might once again start early to score deals. Last year, 55% of back-to-school and college shoppers had already started buying items in July for the upcoming school year. This early start coincided with major July promotions like Amazon Prime Day, in which U.S. shoppers spent a record $14.2 billion online, where school-related purchases surged by over 200%. Whether you’re marketing school essentials or offering services to help students succeed, it’s easy to default to the same go-to audiences. This blog post highlights overlooked back-to-school segments to help you build personalized back-to-school strategies that resonate with students, parents, and educators. You can find the complete audience segment names in the appendix. School the competition: How Experian can help you connect with 2025 shoppers With summer just around the corner, back-to-school might not be top of mind, but there’s no better time to start planning. Whether you're reaching parents, students, or educators, Experian’s syndicated audiences can help ensure your marketing messages make the honor roll by landing with the right people at the right time. Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs). Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key back-to-school attributes such as Presence of Children. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs, and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Meet your overlooked back-to-school audiences Back-to-school shoppers aren’t one-size-fits-all. From parents prepping supply lists to students outfitting dorms, reaching the right audience is key to making the grade with your campaign. Let's go beyond the basics. Here are four back-to-school audience categories you can target with Experian:  New year, new gear-ers Weeknight TV watchers Parenting personas School-season meal planners Let’s open our notebooks and break down the audience segments within each group. Whether your customers are buying backpacks, stocking the fridge, or searching for school essentials, these insights will help your campaign pass with flying colors. New year, new gear-er From teens picking out their first-day outfit to college students stocking up for dorm life, these audiences represent a wide range of priorities, needs, and spending behaviors. They’re also heavily influenced by trends, technology, and value-driven purchases. Don’t overlook these five high-potential audiences in your strategy: Big-Box Electronics Stores: High Spenders Amazon Frequent Spenders Department Store Deal Shoppers In Store Spenders Teen Apparel (Clothing): Online and In Store High Spenders Dell Computer and Apple Mac Purchaser  Weeknight TV watchers Back-to-school season is also back-to-routine season. Families are gathering for more shared TV time in the evenings—especially in August and September. This makes co-viewing households a prime audience for messaging tied to school-year prep. Rethink your back-to-school approach with these five overlooked segments: Co-Watchers  Co-Watchers with Children Cord Cutters: Recent Engagement Channel Preference: Streaming TV Digital Video Parenting personas Targeting by household structure helps tailor messaging to the right family dynamic—whether it’s parents with toddlers or households with college students. Four audiences you might be missing this back-to-school season: Digital Moms and Dads Sports Utility Families Colleges and Cafes Kids and Cabernet School-season meal planners Food and grocery shopping routines shift during the school season. These audiences are ideal for promotions tied to lunch prep, after-school snacks, and weeknight meals. Add these four under-the-radar audiences for back-to-school success: Online Grocery Delivery Services: High Spenders Grocery Stores: High Spenders Fast Food/QSR Frequent Spenders Fast Food/QSR Pizza Frequent Spenders Core back-to-school shoppers Of course, you’ll want to add traditional back-to-school audiences to your strategy. These audiences are highly engaged and often the decision-makers, making them ideal for marketers looking to drive purchase intent early and often. Here are four key back-to-school audiences you can target–all are available by life stage to reach PreK, elementary, middle, and high school households: Back to School Supplies Back to School Moderate Spend Back to School High Spend Back to School Apparel Make the grade with Experian this back-to-school season As marketers gear up for the back-to-school season, it’s the perfect time to sharpen your strategy and connect with back-to-school shoppers. Whether you’re building tried-and-true segments or exploring more unexpected, high-potential groups you might have not considered, Experian can help you reach the right audience. If you’re looking to create targeted segments for activation across digital and TV or gain insights to guide your campaign planning, Experian has you covered. Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. Connect with our audience team You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Explore our other seasonal audiences that you can activate today. View now Activate back-to-school audiences today with Audigent Ready to ace your back-to-school campaigns? Audigent will build customized deals that combine premium Experian syndicated or Partner Audiences and inventory into a single, streamlined deal ID - tailored to your campaign needs. Plus, our powerful supply-side optimization ensures your campaigns deliver top marks in performance.   Connect with the Audigent team today at AudigentAgency_Brands@experian.com to get a head-start on back-to-school success.  Download our back-to-school audience guide now Contact us Latest posts Appendix New year, new gear-ers  Retail Shoppers: Purchase Based > Shopping Behavior > Big-Box Electronics Stores: High Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Amazon Frequent Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Department Store In Store Spenders Retail Shoppers: Purchase Based > Apparel > Teen Apparel (Clothing): Online High Spenders Retail Shoppers: Purchase Based > Apparel > Teen Apparel (Clothing): In Store High Spenders Lifestyle and Interests (Affinity) > Technology > Dell Computer Model Lifestyle and Interests (Affinity) > Technology > Apple Mac Purchaser Model Weeknight TV watchers Television (TV) > Household/Family Viewing > Co-Watchers Television (TV) > Household/Family Viewing > Co-Watchers with Children Experian > Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent TrueTouch: Communication Preference > Engagement Channel Preference > Streaming TV TrueTouch: Communication Preference > Engagement Channel Preference > Digital Video Parenting personas  Lifestyle and Interests (Affinity) > Personas > Digital Moms Lifestyle and Interests (Affinity) > Personas > Digital Dads Mosaic - Personas - Lifestyle and Interests > Group D: Suburban Style > D15 - Sports Utility Families Mosaic - Personas - Lifestyle and Interests > Group O: Singles and Starters > O53 - Colleges and Cafes Mosaic - Personas - Lifestyle and Interests > Group A: Power Elite > A03 - Kids and Cabernet School-season meal planners  Retail Shoppers: Purchase Based > Grocery > Online Grocery Delivery Services: High Spenders Retail Shoppers: Purchase Based > Grocery > Grocery Stores: High Spenders Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR QSR Frequent Spenders Retail Shoppers: Purchase Based > Food and Drink > Restaurants > Fast Food/QSR Pizza Frequent Spenders Core back-to-school shoppers Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend - PreK (Early Ed - PreK)  Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend - Elementary School  Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend - Middle School  Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend - High School  Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend - PreK (Early Ed - PreK)  Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend - Elementary School  Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend - Middle School  Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend - High School  Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel - PreK (Early Ed - PreK)  Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel - Elementary School  Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel - Middle School  Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel - High School  Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies - PreK (Early Ed - PreK)  Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies - Elementary School  Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies - Middle School  Retail Shoppers: Purchase Based > Seasonal > Back to School Supplies - High School

For decades, television advertisers have faced a trade-off: Traditional linear TV: Delivers broad reach, utilizing the power of sight, sound, and motion on the big screen to capture more focused attention and foster immersive brand-building. However, it lacks the precise targeting modern marketers crave. Digital and addressable channels: Offer highly precise targeting and robust measurement capabilities but struggle to replicate linear TV’s unique combination of visual impact and viewer engagement on the big screen. Connected TV (CTV) bridges this gap by preserving television’s immersive, large-screen experience—where audiences are more attentive to the content—while offering the precise targeting capabilities long associated with digital and addressable channels. Yet, as the industry evolves, there’s a growing realization that lower-funnel performance marketing—which emphasizes quick wins from in-market shoppers—doesn’t fully support long-term brand growth. Leading brands have increasingly noted that relying solely on performance tactics can limit sustained demand and brand equity. Within CTV lies a powerful subset: Free ad-supported streaming TV (FAST). As consumers gravitate toward free streaming options, FAST has emerged as a key focal point for reaching immediate and future buyers. In this article, we’ll explore why focusing only on in-market shoppers risks missing the larger pool of “future-ready buyers” and how FAST platforms enable brands to engage them effectively. The challenge: Over-fixation on "in-market" shoppers One common marketing hurdle is "lower-funnel myopia"—focusing almost exclusively on in-market shoppers who are ready to buy immediately. While this can yield quick wins, it also means brands miss opportunities to improve in three critical areas: Competition and costs: By chasing the same immediate buyers, brands drive up media costs, especially as programmatic ad spending continues to climb each year. Missing out on future buyers: Most consumers aren’t looking to buy right now. In fact, only 5% of potential consumers are active ‘in-market,’ meaning the other 95% represent future-ready buyers open to purchasing soon. Over-focusing on in-market audiences overlooks people who could be primed to purchase soon. Inefficient spend on “sure bets”: Over-targeting likely buyers inflates costs for conversions you'd capture naturally. Shifting budget toward brand priming boosts incremental ROI. Expanding the funnel isn't just smart - it's necessary While many advertisers have prioritized short-term conversions, the data shows a growing imbalance—and a potential risk to long-term brand health. According to The CMO Survey (eMarketer, Nov 2024), CMOs allocated nearly 69% of their 2024 budgets to short-term brand performance, leaving just 31% for long-term brand building. If you’re only engaging consumers when they’re already in-market, you’re effectively joining the race at the final lap—and often paying a premium to do so. So where does that leave the vast majority who aren’t buying right now? That’s where future-ready buyers come in. The solution: "future-ready buyers" So, how can you broaden your reach without resorting to a “spray-and-pray” strategy? Enter category future-ready buyers—consumers who aren’t actively shopping right now but remain open to your product category. They’re not firmly opposed or “locked out” of it. For example, existing electric vehicle (EV) owners may not be in-market this very moment, but they could be ready to purchase another EV when their lease ends or a new model debuts, making them ideal future-ready buyers.  Why they matter: Cultivate future demand. Engage buyers early to stay top-of-mind when they’re ready.  Build a sustainable brand pipeline. Develop ongoing interest instead of repeatedly chasing immediate leads.  Expand your reach. Broaden targeting beyond active shoppers for long-term growth.  Use marketing data to avoid overspending on future buyers Identifying future-ready buyers is powerful—but how do you avoid wasting spend on unlikely buyers? Marketing data helps refine your targeting with real consumer insights, maximizing ROI and campaign efficiency.  Precisely define your segments: Use lifestyle, demographic, and psychographic data to target consumers who are open to your product, avoiding wasted impressions on uninterested audiences.  Prioritize privacy and compliance: Choose partners who prioritize data security and adhere to regulations, ensuring your campaigns stay both trustworthy and effective.  FAST: The strategic channel for reaching future ready buyers FAST ​services​, like ​Samsung TV Plus​, have evolved into a crucial medium for advertisers eager to strike a balance between scale and precision. Here’s why:  Engaged audience: Viewers access free, premium content in exchange for ads, making them receptive and attentive.  Advanced targeting: FAST offers precise segmentation beyond traditional TV, helping you reach Samsung consumers both in-market and future buyers effectively on the biggest screen in the household.  Positive viewer experience: Free content creates a relaxed viewing environment, increasing ad attention and recall.  Samsung TV Plus and Experian Marketing Services: Scale meets precision Samsung TV Plus offers expansive reach and contextual targeting aligned to viewer interests. Experian Marketing Services complements this by identifying consumers most likely to buy, leveraging demographic, lifestyle, and intent data—helping you effectively engage future-ready buyers.  Putting it into practice: A use case Scenario An electric vehicle (EV) brand, EVolution Auto, wants to reach eco-conscious consumers who aren’t shopping for a car right now but might consider one soon. They also want to track how ads influence brand consideration and sales over time. Approach Identify future-ready segmentsUsing Experian data, EVolution Auto focuses on “eco-conscious drivers”—people interested in sustainability who are likely to be open to an EV in the near future. Activate on Samsung TV PlusThe brand places targeted ads on channels with environmental or tech content. With millions of monthly users and a relaxed viewing experience, EVolution Auto’s spots get more visibility, boosting ad recall. Outcome By pairing Samsung TV Plus’s broad reach with Experian’s precise audience data, EVolution Auto achieves measurable lifts in brand consideration, website traffic, and dealership visits—effectively priming future EV buyers and driving long-term sales momentum. Building a future-proof strategy Exclusively targeting in-market consumers can limit your brand’s long-term potential. By focusing on those not currently shopping—but still open to your category—you widen your future buyer pool and keep your brand top of mind. FAST services like Samsung TV Plus, paired with Experian’s marketing data, offer a powerful way to balance scale with precision–delivering strong engagement today while priming your brand for long-term growth. By shifting your focus toward tomorrow’s buyers today, your brand doesn’t just stay relevant—it sets the stage for sustained market leadership and growth. Contact us Latest posts

As the days get longer and the weather warms up, spring’s revitalizing energy naturally leads to realignment. For marketers, it’s the perfect moment to reevaluate strategy, especially as consumer behavior changes ahead of summer and brings a renewed interest in travel, outdoor activities, and social events. Making seasonal adjustments to your marketing strategy helps you adapt to these shifting behaviors, capitalize on 2025 marketing trends, and keep your brand relevant year-round. When it comes to your marketing strategy, spring cleaning means clearing out outdated tactics, optimizing what works, and making room for smarter, more connected solutions. Take the time to ask yourself questions like: Are our audiences still relevant? Are we activating our data across the right channels? Are we collaborating with the right partners and using the right data clean room providers? If there’s room for improvement, now is the best time to audit, refine, and refresh your marketing strategy before the high-stakes summer and winter seasons. With identity resolution, data enrichment, data clean room collaboration, and omnichannel activation through Experian, you can clean up what’s outdated and prep your strategy for summer success! Rethink your data and identity resolution strategy Your data is foundational to your strategy and is a great place to start your marketing strategy spring cleanup. If your customer information is outdated, incomplete, or fragmented across systems, every campaign built on top of it risks underperforming. Before jumping into segmentation, activation, or partnerships, assess the health of your data and identity infrastructure. This is your deep clean and an essential first step in ensuring everything else works better.  With signals disappearing, buying channels proliferating, and customer journeys getting more complex, the key to maintaining addressability is investing in persistent identity, complete consumer data, and collaborative measurement strategies that can weather these changes. Here are some ways to rethink your marketing data management and identity strategies for the current environment. Set the data foundation A solid identity resolution strategy starts with high-quality, unified data. Consider a comprehensive refresh of your customer records by auditing and enhancing what you have for accuracy and depth.  As you’re thinking through spring marketing ideas, it’s an ideal time to enrich your first-party data by appending missing details, removing outdated records, and ensuring you enter summer with reliable, up-to-date profiles. Data enrichment Customer data naturally degrades, and eventually, you’ll need to dust it off by supplementing consumer records with current, high-quality insights and attributes. Experian data enrichment can help you seamlessly refresh records with updated demographic and behavioral data, giving detailed insights for precise targeting and relevant campaigns. With over 5,000 attributes available, covering everything from age and income to shopping habits and media preferences, you can maintain the deepest, most up-to-date view of your consumers through every season. Offline identity resolution and append Offline identifiers — like names, physical addresses, and phone numbers — are the most persistent identity markers as they rarely change compared to digital cookies and device IDs. They’re essential for a stable identity foundation, and you can use them to develop a consistent, unified view of each household and individual. Use this season to audit and tidy up your offline records. Are key identifiers missing? Are you relying on outdated addresses or duplicate names? Experian’s Offline Graph serves as the foundation to help unify those fragmented pieces, resolving identities across households and individuals to create a clean, consistent view of every customer. Think of this step as scrubbing baseboards or cleaning behind the fridge. It’s often overlooked but a prerequisite to a thorough spring refresh. You can also use Offline Identity Append to append missing identifiers to improve match rates, boost data accuracy, and ensure addressability so that when summer campaigns launch, you’re ready to confidently meet your audience where they are. Digital resolution via Digital Graph This next step is like replacing your air filter each spring. You won’t see it, but you’ll definitely feel the difference in performance. Digital resolution ensures persistent, accurate targeting across devices and channels in a fragmented omnichannel environment. Experian’s Digital Graph facilitates easy consumer identification and connection across the digital ecosystem. Our graph links digital identifiers like mobile ad IDs (MAIDs), connected TV IDs, and hashed emails to consumer profiles. So, when a customer interacts on a smartphone, a smart TV, and a laptop browser, those actions can all be tied back to the same individual or household in your database. Collaborate securely in data clean rooms to close gaps Matching partner data within your own secure space, a trusted third-party clean room, or Experian’s privacy-safe environment is an essential next step in your marketing spring cleaning strategy. But what is a data clean room? A data clean room is a privacy-first way to enhance marketing data in a secure environment that allows brands and partners to match and analyze data without exposing personally identifiable information. It’s almost like organizing a shared closet. You both bring what you have, sort it safely, and leave with something more valuable without mixing up or exposing what’s personal. Secure collaboration enriches your understanding of consumers, boosts match rates, and ensures the highest data security standards. Here are key data challenges you can tackle through data collaboration—whether in a clean room or across your broader data strategy. Lack of insights or usable data Without third-party cookies, marketers run the risk of losing valuable consumer insights. Collaborating with key partners lets brands enrich their first-party data and obtain a more comprehensive view of customer behaviors for informed decision-making. Let’s say, for example, that an advertiser with sales data but no exposure data struggles to attribute sales to specific campaigns. By collaborating securely with a measurement partner who provides exposure data, the advertiser can confidently link sales to ad exposure and optimize future campaigns with an understanding of who saw their ad and made a purchase. We anticipate that data collaboration will be a key marketing trend in 2025 alongside signal loss. Low or no match rates When businesses handle matching internally, discrepancies like name variations (e.g., John Doe vs. Jonathan Doe) or mismatched identifiers (hashed emails vs. MAIDs) often result in poor match rates. Experian’s identity resolution capabilities, meticulous hygiene processes, resolution logic, and comprehensive identity graphs significantly enhance these match rates. For example, if a data provider had physical addresses and a demand-side platform (DSP) had email addresses, they couldn’t collaborate with different identifiers. Using Experian Collaboration, however, their data could be resolved with offline identity data from our graph, enabling them to share their collaboration data and improve their marketing efforts. Data security When it comes to data collaboration, protecting your proprietary and customer information is non-negotiable. That’s why Experian operates with some of the industry's strictest data security, privacy, and compliance protocols. We support identity resolution and data collaboration within the most secure environments available — data clean rooms built to prevent sensitive customer data from ever being exposed. Instead of moving or sharing your raw data, we ensure all records are anonymized before any analysis occurs. Additionally, Experian’s clean room integrations with trusted partners give clients flexibility without compromising compliance. All solutions are designed to meet GDPR, CCPA, and industry-specific data governance standards, with full audit trails and customizable access controls. Connect and activate Once your data is clean, enriched, and resolved, the next step is to activate it efficiently across the channels where your audiences spend time. This step is like putting everything back in place after a deep clean so everything is functional, easy to access, and ready to deliver results. As you get ready to put your spring marketing ideas into motion, it’s time to streamline your activation approach and make sure your customer data is working hard for you. First-Party Onboarding With Experian First-Party Onboarding, you can ship data where needed using flexible data solutions for your activation strategy. This step is like labeling and organizing your freshly cleaned marketing closet, so each audience segment is ready to deploy wherever you need it. We make it easy to: Understand your customers on a deeper level Seamlessly onboard your customer data for use across programmatic, social, and advanced TV platforms Combine your first-party data with Experian syndicated audiences for enriched targeting Deliver those audiences to any destination that accepts Experian Audiences — whether a DSP, social platform, or publisher Increase match rates, extend reach, and lower activation costs Transact in the ecosystem with the Experian ID To aid in the activation process, Experian ID is a unified identifier that acts as a privacy-safe bridge between fragmented emails, device IDs, and addresses, helping you activate audiences across all media channels. Experian ID keeps your data protected and connected whether you send it to DSPs, social platforms, or data clean rooms. This allows for secure activation and performance tracking across the ecosystem without exposing personally identifiable information (PII). Like sealing and storing your seasonal belongings in airtight containers, Experian ID keeps your data clean, safe, and always ready for use. Use fresh audience insights to inform segmentation After deep-cleaning your data, enriching profiles, and resolving identities, you’ll want to ensure your segmentation reflects that renewed foundation. Just like clearing expired ingredients from your pantry, spring is an ideal time to toss outdated audience definitions and replace them with insights that are fresh, relevant, and ready to perform. With Experian’s modern audience tools, you can create smarter segments, power omnichannel strategies, and continue reaching high-value consumers even in cookieless environments. Our marketing data management tools make it easy to: Build detailed, personalized profiles using over 5,000+ behavioral and lifestyle marketing attributes that go far beyond basic demographics. Choose from 2,400+ pre-built syndicated segments or collaborate with Experian to create custom audiences tailored to your KPIs and campaign goals. Append fresh attributes to your CRM to keep profiles accurate, performance-ready, and reflective of current consumer behaviors and life stages. Together, these tools help sharpen your segmentation strategy and ensure up-to-date audience insights power every campaign. Let’s break down how smart combinations and contextual precision can further elevate your segmentation. Combine our identity graphs and Marketing Attributes for sharper targeting Combining Experian’s identity graphs with Marketing Attributes gives you both the who and the why behind your audience and helps you act on that insight with precision. It’s like giving your closet a total spring refresh — not just purging what doesn’t fit but also organizing what’s left into ready-to-wear outfits. Digital Graph + Marketing Attributes: Link real-time digital behavior (like CTV, mobile, or web activity) with rich consumer insights to create segments that perform across channels, from mobile to CTV to social. Offline Graph + Marketing Attributes: Tie persistent offline identifiers like name and address to behavioral and lifestyle data, making it easier to plan full-funnel strategies from direct mail to digital display. This approach gives you the clarity and flexibility to build richer personas, reach more qualified audiences, and target with confidence across any environment. Activate smarter with Contextually-Indexed Audiences Spring cleaning your strategy also means letting go of legacy tools, especially those relying on cookies or outdated tracking methods. With Experian’s Contextually-Indexed Audiences, you can reach consumers based on the content they’re engaging with, not their identifiers. We map millions of websites to real audience segments so you can target high-intent consumers in a privacy-safe, way. For example, an automotive brand looking to reach high-intent luxury EV shoppers can activate Experian’s “in-market for a luxury electric car” segment. With contextually-indexed targeting, that brand’s ads will appear on websites that over-index for visitors in that audience — such as premium car review sites or sustainability-focused blogs — without relying on user identifiers. This allows the brand to scale performance safely and efficiently in cookieless environments while achieving strong engagement metrics. Activate across channels with confidence After refreshing your data, segmentation, and partner strategies, the final step in your spring cleaning is putting all that prep work into action — efficiently and at scale. Think of this as your final sweep: optimizing where and how you activate your audience to ensure every touchpoint is aligned, accurate, and impactful. With your updated segments and sharpened identity framework in place, you can reach consumers across display, mobile, connected TV (CTV), and emerging digital channels. Experian provides the tools to activate seamlessly — backed by privacy-safe, high-quality data and flexible integration options. Third-Party Onboarding: Expand reach with external data sets Experian’s Third-Party Onboarding capabilities make it easy for brands to augment their first-party data strategies on their preferred activation platforms with easy access to high-quality, activation-ready third-party audiences. For you, this means you no longer have to manage the onboarding process yourself or worry about compatibility. Instead, you can: Enhance your first-party targeting with third-party data that’s already privacy-safe and activation-ready. Reach more qualified consumers by layering in external behavioral, lifestyle, or intent signals. Maximize scale across your preferred platforms using Experian’s established integrations and ecosystem support. With Experian as your trusted partner, your audience strategy becomes more flexible, more scalable, and more effective, giving you the power to engage the right consumers beyond your own CRM. Start preparing now for summer campaigns You’ve cleared out the clutter, restocked your toolkit, and optimized your data strategy, and now, you’re ready to get ahead of the summer rush. While summer is go-time for high-impact marketing campaigns, now is the time to clean, organize, and prepare. Another reason to start now? Tariffs, inflationary pressures, and changing consumer confidence are already impacting product demand, budget planning, and go-to-market strategies for the rest of the year. Brands need to be ready and agile in the face of economic turbulence. So, think of this as your final recap checklist before the season (and the economy) changes: a set of intentional steps that ensure all your prep work translates into real performance when it counts. Start now to: Cleanse and enrich your data: Make sure outdated records don’t weigh down your summer outreach. Refresh profiles with Experian’s latest attributes to stay aligned with consumer behavior. Solidify your identity resolution strategy: Transition to persistent, privacy-safe identifiers like Experian’s unified ID to maintain addressability across devices and channels. Collaborate with key partners: Run pilot campaigns with trusted collaborators to augment your data and maximize scale ahead of peak season. Refresh audience segments: Update personas and segments based on the latest data insights. Trial omnichannel strategies: Use spring to test messaging across display, CTV, social, and mobile so your summer creative hits with precision. Confirm measurement readiness: Double-check attribution and analytics tools so you can optimize in real time and prove ROI. Tailor creative to the season: From backyard barbecues to road trips, ensure your messaging taps into the themes and activities consumers care about most this summer. Spring is the warm-up. Summer is the performance. Start today to improve your marketing data management and overall strategy, and you’ll be ready to hit the ground running. Let’s plan your seasonal strategy together Whether you’re looking for more spring marketing ideas or want to launch a high-impact summer campaign, Experian is ready to help. From strategy to segmentation and data clean rooms to real-time activation, we partner with you to build a marketing engine that performs now and keeps growing through the seasons. Connect with us today, and let’s turn your seasonal refresh into long-term momentum Latest posts