All posts by Jason Weinstein, Business Development Manager

Why consumer packaged goods (CPG) marketing needs a broader view of shopper behavior CPG marketing needs a broader view because shoppers no longer follow a single path to purchase. They move across retailers, channels, and price tiers, often within the same buying cycle. For marketers, that makes behavior harder to track and even harder to act on. The same household may focus on price in one category, spend on quality or convenience in another, and shift between online and in-store environments along the way. These decisions are not tied to a single moment or channel, which makes them difficult to interpret through any one signal. At the same time, many CPG brands don’t have direct relationships with shoppers, limiting access to first-party data. Understanding how decisions connect often depends on combining signals from multiple sources across the market. This fragmentation becomes most visible across the purchase journey. A shopper might discover a product on social, compare prices across retailers, add it to a cart in an app, and complete the purchase later in-store. Retail media networks (RMNs) provide strong, retailer-specific insight and measurement, with a detailed view of what shoppers do within that retailer’s environment. But that view stops there. A retailer can see what a shopper buys in its own stores or app, not how that same shopper compares prices, switches brands, or purchases across other retailers.  The opportunity is to build a more complete view of shopper behavior across the market. Without additional signals, marketers are left with multiple high-quality perspectives of the same shopper, each tied to a specific retailer or platform. That makes it difficult to understand how shoppers compare options, switch retailers, and respond to campaigns beyond a single environment. How Experian Audiences help CPG marketers adapt to changing shopper behavior Experian Audiences help CPG marketers adapt to changing shopper behavior by identifying shoppers likely to trade between premium and value, aligning audiences to price sensitivity and purchase behavior, and connecting signals across retailers and channels so your campaigns reflect how decisions are made from first interaction through purchase.  Three shifts are shaping how CPG brands reach and understand shoppers: Data is distributed across retailers and channels Purchase journeys span more touchpoints  Shoppers are more selective about where they spend You can find the full taxonomy paths in the appendix. 1. How can CPG brands connect shopper behavior across retailers without direct consumer access? CPG brands can connect shopper behavior across retailers without direct consumer access by combining signals from RMNs, retailer partnerships, and data providers to build a broader view of shopper activity, since most brands don’t have direct relationships with their customers or access to extensive first-party data. Instead, they often rely on these partners to understand shopper behavior and campaign performance. Each RMN provides a strong view of what happens within its own environment, but a shopper may purchase across multiple retailers, compare prices across platforms, and shift behavior depending on promotions or availability. Retailer relationships are critical and strategic, but they capture only part of that activity. This is becoming more complex as retail media expands. Amazon and Walmart still account for 84% of investment, but the rest is spread across a growing number of networks, each with its own data, definitions, and measurement approach. That fragmentation makes it harder to maintain consistent, deduplicated audiences, connect performance across platforms, and understand true incrementality. How Experian brings shopper signals together in one place Experian brings shopper signals together in one place as a way to build more effective CPG campaigns. Through Experian’s data marketplace, brands can unify, deduplicate, and activate shopper data across partners and channels. In one marketplace, advertisers can access CPG signals, including loyalty card, receipt scan, and point of sale (CPU/SKU) data from tier one partners like Attain, Catalina, and Circana, along with Experian data. This gives advertisers more flexibility to build audiences from complementary purchase-based signals, rather than relying on a single retailer view or rebuilding audiences separately across platforms. By joining and deduplicating audiences across partners, advertisers can create more comprehensive CPG segments that better reflect how people shop across retailers, brands, and channels. They can also activate those audiences outside closed media network environments, helping maintain more consistency as campaigns move across destinations. How to build cross-retailer audiences Here’s what that can look like in practice. Instead of relying on a single retailer signal or broad snack category, advertisers can combine shopper behaviors from multiple data partners to create a more detailed audience built around specific purchase patterns and brand affinities. In the example below, each provider contributes to a different layer of shopper insight, helping advertisers create a more complete tortilla chip audience across retailers, categories, and purchase behaviors. Additional Experian Audiences you can activate Advertisers can also start with broader category and retailer audiences to establish a strong base of active CPG shoppers, then use them on their own or layer in additional data to refine more specific behaviors, brands, or purchase patterns. Core category buyers Candy, Snack, and Beverage Buyer Households  Food, Snack, and Beverage Shoppers  Grocery Store Frequent Spenders  Grocery Store High Spenders  Cross-retailer shoppers Costco Frequent Spenders  Discount / Dollar Store Frequent Spenders  Supercenter Buyers  Target Frequent Spenders  Warehouse Club Members  Walmart Frequent Spenders 2. New paths to conversion: How purchase journeys now span social, e-commerce, and in-store There are new paths for CPG shoppers to conversion, they are no longer tied to a single channel. Awareness, consideration, and conversion signals now span multiple environments, often within the same buying cycle. A shopper might discover a product on social, compare pricing on Amazon or Walmart, add it through a retailer app, and complete the purchase later in-store, through delivery, or during a stock-up trip. This shift is becoming more pronounced as online and in-store grocery shopping become increasingly connected. Nearly 94% of grocery shoppers now purchase both online and in-store, with e-commerce driving most recent growth even though stores still account for the majority of purchases. As a result, shoppers move across the purchase funnel fluidly, especially younger audiences, making it harder to map decisions to a single touchpoint. For marketers, this means your audience strategy needs to follow behavior across the full journey, not just one channel or moment. Experian Audiences you can activate to align to purchase journeys Channel engagement Digital Display Free and Paid Ad Supported Streaming Subscribers Highly Active Online Users  Online Research-Dependent Consumers  Social Media Heavy Users Purchase and conversion Brick and Mortar High Spenders  Frequent Online Buyer Households Grocery Pick-Up and Delivery Users  In-Store Buyer Households  Online Buyer Households  Online Grocery Delivery High Spenders  Online-Preferred Shoppers  How to use these audiences Activate channel engagement audiences like Social Media Heavy Users, Highly Active Online Users, and Online Research-Dependent Consumers alongside purchase audiences such as Online Buyer Households, Grocery Pick-Up and Delivery Users, and In-Store Buyer Households to reach shoppers who discover products through social and digital channels, compare options online, and complete purchases through delivery services, retailer apps, or in-store. 3. How is price pressure splitting shoppers across value tiers? Price pressure is now splitting shoppers across value tiers. For many households, food prices are now a primary concern, making shoppers more selective about where and how they spend. Some are choosing lower-cost alternatives in everyday categories, while others are still willing to pay more for products tied to health, convenience, or perceived quality. This creates a more fluid market, where the same shopper may cut back in one aisle and spend more in another.  Shopping behavior is also shifting across channels. As more consumers eat at home rather than dining out, CPG brands have more opportunities to capture spend, across grocery and retail environments. Private-label products are gaining traction, often priced 30% lower than branded goods, while smaller independent brands are winning share with shoppers seeking products that better match their preferences and priorities. For marketers, the focus is understanding these different groups and tailoring messaging to match. Experian Audiences you can activate to reach shoppers across value tiers Value-driven shoppers Coupon Users  Deal Seeking Shoppers  Discount / Dollar Store Frequent Spenders  Frugal Living and Savings Focused Households Value Oriented Discount Deal Shoppers  Premium and benefit-led shoppers Healthy Food Meal Kit Service Spenders High Spending Specialty Food Shoppers  High Spending Vitamin and Supplement Buyers  Organic/Natural Grocery High Spenders Premium Spend Index segments  How to use these audiences Activate value-driven audiences like Coupon Users, Deal Seeking Shoppers, and Discount / Dollar Store Frequent Spenders to run campaigns focused on price, promotions, and bulk purchasing behavior, especially during periods of higher price sensitivity. Activate premium and benefit-led audiences like Organic/Natural Grocery High Spenders, Healthy Food Meal Kit Service Spenders, and High Spending Specialty Food Shoppers to highlight product attributes such as ingredients, health benefits, or convenience, where shoppers are motivated by perceived value rather than price. When are CPG audiences most responsive to marketing? CPG audiences are most receptive to marketing during key consumption and promotional moments that drive stock-up behavior and price comparison, making timing as important as targeting. Back-to-school and routine-driven consumption Back-to-school season concentrates demand among households preparing for more structured routines. Grocery, snacks, and household essential purchases often increase as families shift back to packed lunches, after-school meals, and at-home consumption. You can align messaging around convenience, bulk buying, and routine-driven needs to capture this predictable lift in demand. Explore our back-to-school audiences Prime Day, promotional peaks, and deal-driven behavior Major promotional events such as Prime Day and Black Friday drive higher engagement among deal seekers, coupon users, and value-focused shoppers. Early results from Prime Day 2025 showed that four of the top five purchased items were household or grocery products, and 57% of shoppers compared Amazon’s prices with other retailers before buying. During these periods, consumers actively compare prices across retailers and plan purchases around promotions, often stocking up on essentials. Aligning campaigns with value-driven audiences helps you focus offers on shoppers most likely to switch brands or retailers based on price. See the digital behaviors shaping 2026 See Black Friday audience insights Holiday periods and stock-up behavior Holiday periods combine higher consumption with more intentional purchasing. Shoppers prepare for gatherings, travel, and extended time at home, leading to larger basket sizes and more planned trips. Some households prioritize premium or specialty products for specific occasions, while others focus on value and promotions. Seasonal signals help you time campaigns to match these shifts in purchasing behavior and demand. Discover our 2025 Holiday shopping spending trends and insights Explore our holiday audiences What sets Experian Audiences apart? Our syndicated audiences give you an advantage across channels, offering both scale and accuracy: Experian’s 3,500+ syndicated audiences are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Explore some of our Partner Audiences that complement Experian Audiences across key CPG use cases, with flexible activation through Experian’s data marketplace or leading activation platforms.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. Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok, or on a platform not listed above? Contact us today. For a full list, download our syndicated audiences guide. Reach CPG shoppers based on real-world shopping behavior with Experian Audiences From price pressure and shifting value preferences to fragmented purchase journeys and cross-retailer behavior, CPG demand is shaped by how shoppers make decisions across the market. Experian Audiences help you respond to these challenges by identifying shoppers likely to switch between value tiers, aligning campaigns to how and where people buy, and connecting high-intent audiences with the right products across retailers and channels. Connect with our audience experts FAQs What are Experian Audiences? Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data. They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners. Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk. For a deeper look at our audience catalog, explore our syndicated audience guide. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent private marketplaces (PMPs). Can I combine Experian data with my own first-party data? Yes, you can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple partner data providers, as a custom audience within a Curated Deal, or self-service via Audience Engine. Appendix Value-driven shoppers Lifestyle and Interests (Affinity) > Purchase Behavior > Coupon Users TrueTouch: Communication Preferences > Purchase Behavior > Deal Seeking Shoppers Retail Shoppers: Purchase Based > Shopping Behavior > Discount / Dollar Stores: Frequent Spenders Publisher Derived > IAB Budgeting > Frugal Living and Savings Focused Households Retail Shoppers: Purchase Based > Lifestyle and Interests > Value Oriented Discount Deal Shoppers Premium and benefit-led shoppers Retail Shoppers: Purchase Based > Health and Fitness > Healthy Food Meal Kit Service Spenders Retail Shoppers: Purchase Based > Shopping Behavior > High Spending Specialty Food Shoppers Retail Shoppers: Purchase Based > Health and Fitness > High Spending Vitamin and Supplement Buyers Retail Shoppers: Purchase Based > Grocery > Organic/Natural Grocery Stores: High Spenders Financial > Discretionary Spend > Premium Spend Index (Elite / Upper Middle) Channel engagement TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Display Television (TV) > Ad Avoiders/Ad Acceptors > Free and Paid Ad Supported Streaming Subscribers Lifestyle and Interests (Affinity) > Technology > Highly Active Online Users Lifestyle and Interests (Affinity) > Technology > Online Research-Dependent Consumers Social Network Behaviors > Social IQ > Social Media Heavy User Purchase and conversion behavior Retail Shoppers: Purchase Based > Shopping Behavior > Brick and Mortar High Spenders Purchase Transactions > Shopping > Frequent Online Buyer Households Consumer Behaviors > Grocery Pick-Up and Delivery Purchase Transactions > Shopping > In Store Buyer Households Purchase Transactions > Shopping > Online Buyer Households Retail Shoppers: Purchase Based > Grocery > Online Grocery Delivery Services: High Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Online-Preferred Shoppers Tortilla chip sample audience Circana > ProScores > Retailer > Mass > Walmart Circana > ProScores > Retailer > Food > Wegmans Circana > ProScores > Retailer > Convenience > 7-Eleven Circana > ProScores > Retailer > Food > Albertsons Experian > Retail Shoppers: Purchase Based > CPG Engagement > Tortilla Tostada and Chip Shoppers Attain > CPG (Consumer Packaged Goods) > Snacks > Product > Chips > Santitas > Medium Propensity Catalina > Category Purchasing > Center Store Snacks > Snacks > Snacks - Tortilla Chip Regular Buyer Core category buyers Purchase Transactions > Food and Beverage > Candy Snack and Beverage Buyer Households Purchase Predictors > Shoppers All Channels > Food, Snack, and Beverage Shoppers Retail Shoppers: Purchase Based > Grocery > Grocery Stores: Frequent Spenders Retail Shoppers: Purchase Based > Grocery > Grocery Stores: High Spenders Cross-retailer shoppers Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Costco Frequent Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Discount / Dollar Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Purchase Behavior > Supercenter Buyers Retail Shoppers: Purchase Based > Shopping Behavior > Target Frequent Spender Lifestyle and Interests (Affinity) > Purchase Behavior > Warehouse Club Members Retail Shoppers: Purchase Based > Shopping Behavior > Walmart Frequent Spenders Seasonal and demand moments Retail Shoppers: Purchase Based > Seasonal > Black Friday/Cyber Monday Big Box Shoppers Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Coupons/Sale Shoppers: In Store Mobile Location Models > Visits > Holiday Deal Shoppers Retail Shoppers: Purchase Based > Seasonal > New Year’s Food/Healthy Food Shoppers Latest posts

Programmatic needs decisions grounded in trusted signals available at the moment a bid is made. As campaigns lean further into automation and agentic media buying, real-time data enrichment (RTDE) gives marketers a way to compute derived, bid-time signals during the ad placement process. That can cut latency, reduce unnecessary data movement, and keep media decisions tied to current conditions rather than delayed inputs. This matters as identity, data collaboration, and measurement become core marketing infrastructure. Marketers need signals they can trust, partners that work across the ecosystem, and enough flexibility to keep control as buying systems become more automated. How does RTDE work in programmatic advertising? In programmatic advertising, RTDE works by computing useful signals inside the auction path before a bid is placed. The goal is to give bidding systems more current inputs without moving raw data through a long chain of vendors.  When a bid request fires, RTDE computes derived signals, such as validated identity attributes, cohort scores, or context flags, inside the auction window and passes those signals to the bidder. Instead of sending raw data through a long chain of vendors and hoping it is still useful by the time it’s used, RTDE runs closer to the supply-side source and sends the output needed for the bid. That gives you a more current view of what’s happening in market, from regional demand shifts, to seasonal patterns, to live inventory changes. It can make first-party activation more responsive and keep programmatic decisions closer to the moment media is bought. For brands, agencies, publishers, and platforms, this creates a more flexible way to use data across partners without sending raw inputs through every step of the workflow. How does RTDE improve programmatic performance? RTDE improves programmatic performance by helping close gaps between available data and the bid-time decision. It gives campaigns signals that are current, consistent, and usable across auctions. These gains can help put budget against impressions with a stronger basis for action, which matters most in categories where timing and relevance shape performance. It can also give teams a clearer way to connect data quality, identity, and measurement decisions across different activation paths. RTDE improves programmatic performance by focusing on: Timeliness Real-time enrichment gives bidding systems a view of current conditions, from shifting audience behavior to changes in demand, including conversion behavior. Accuracy Standardized signals reduce inconsistencies and improve the reliability of insights. Continuity Repeatable, closer-to-source enrichment gives agents signals they can compare across auctions, environments, and time. Flexibility Interoperable signals can support many activation, curation, and measurement partners without tying teams to one path. Why does signal freshness matter in agentic buying? Signal freshness matters in agentic buying since software agents make autonomous decisions in real time. Without fresh, accurate signals, these agents risk acting on outdated or incomplete information. As AI takes on more campaign decisions, the quality of the consumer data, identity layer, and governance behind those decisions becomes even more important. Outdated signals can lead to missed opportunities, such as failing to capitalize on sudden spikes in demand or changes in consumer behavior. Fresh signals ensure that campaigns remain agile and responsive, even in fast-changing market conditions. Signal freshness is critical because it ensures: Speed Agents can quickly adapt to changes in demand or inventory, including conversion behavior. Accuracy High-quality signals reduce errors and improve targeting accuracy.  Stability Consistent signals allow agents to learn and optimize over time. Trust Governed, transparent signals help teams understand what data informed a decision and how it can be used. What makes Experian a trusted partner in RTDE? Experian is a trusted partner in RTDE because we bring together independent identity, audience data, broad media partner integrations, and governance. That combination enables marketers to use bid-time enrichment responsibly and connect programmatic decisions to measurable outcomes. We work across the advertising ecosystem, not inside one closed environment. That independence helps marketers maintain choice across agencies, platforms, publishers, commerce media networks, clean rooms, and measurement partners. Our identity solutions help you build a flexible foundation for programmatic advertising across planning activation, curation, and measurement. With access to over 5,000 behavioral, demographic, and lifestyle attributes, we ensure a richer understanding of audiences. We prioritize data governance and security, handling sensitive information responsibly to maintain privacy-forward solutions. Integrations with over 200 media partners make it easy to activate addressable audiences and improve campaign performance. We’re focused on making enrichment more immediate and usable at bidding time through timely, trustworthy, and governable signals. That combination matters as AI agents and marketing systems rely on consumer data to make faster decisions. The stronger the identity, governance, and data stewardship behind those systems, the more confidence teams can have in how decisions are made. Experian helps marketers build actionable programmatic strategies We can help you build actionable programmatic strategies by connecting identity, audience packaging, curation, and measurement into one cohesive foundation. This foundation makes ad placements easier to execute and measure, while reducing friction between planning and activation. We can help you build audience packages and curated deals that align with your campaign goals. This gives marketers a flexible identity foundation that can adapt as partner needs, channel plans, and data collaboration models change. You can activate addressable audiences across advanced TV, social, and programmatic platforms, then measure how campaigns connect to consumer behavior and real-world outcomes. Our capabilities give teams a clearer path from planning to activation to measurement.   A strong RTDE strategy connects activation with governance, measurement, and transparency, giving teams a clearer view of how audiences are built, where they’re used, and how outcomes are evaluated. Get started with real-time data enrichment Real-time data enrichment signals are only valuable when they can be used at the moment decisions are made. We bring timely, trustworthy signals into the programmatic workflow so your campaigns can respond to current conditions. As the market changes, marketers need identity and data partners that protect control, preserve choice, and make trusted data usable across the full programmatic workflow. Connect with us to discuss how real-time data enrichment can support your programmatic strategy. Contact us About the author Matthew Griffiths SVP of Technology, Audigent, a part of Experian Matthew Griffiths is a seasoned technology entrepreneur and a driving force in advertising technology, data technology, and AI. As the Co-Founder and former CTO (now SVP of Technology) at Audigent, a part of Experian, he plays a pivotal role in shaping the company’s cutting-edge solutions for data activation, curation, and identity management. With years of executive experience across the U.S., Africa, and the U.K., Matthew has a proven track record of leadership in steering the adoption and use of cutting-edge technologies to drive business outcomes. His expertise spans from collaborating with top global corporations and governments to spearheading award-winning technology projects that deliver life-changing impacts in some of the world's most underserved communities. Matthew’s dynamic approach to solving complex business and technology challenges makes him a visionary leader in the AdTech space, consistently driving innovation and performance through technology. FAQs What is real-time data enrichment in programmatic advertising? Real-time data enrichment is the process of computing derived signals during the bid request process, before an ad placement decision is made. In programmatic advertising, it helps bidding systems use current signals, such as identity attributes, cohort scores or context flags, instead of relying only on delayed inputs. How does real-time data enrichment help media buyers? Real-time data enrichment helps media buyers make bid decisions with fresher, more consistent signals. That can improve how campaigns respond to demand shifts, seasonal patterns, inventory changes, and conversion behavior. Why does real-time data enrichment matter for agentic media buying? Real-time data enrichment matters for agentic media buying since autonomous agents need current, reliable signals to make sound decisions. If the signals are stale or incomplete, agents can miss changes in demand, inventory, or audience behavior that affect campaign outcomes. How does Experian help with real-time data enrichment? Experian’s identity foundation helps marketers resolve and validate the signals that support real-time data enrichment. Experian’s data, privacy-forward approach, and integrations with more than 200 media partners help marketers activate addressable audiences and connect programmatic decisions to measurable outcomes. Latest posts

A closer look at media curation Media buying depends on dependable inventory, clear package details, and results that justify spend. In this Ask the Expert session, Erik Zamkoff, Global Packaging Lead at Microsoft Advertising, joins Matt Petiton, Director of Partnership Sales at Experian, to discuss how media curation is expanding from deal packaging into a more complete system for premium buying and how inventory and audience intelligence work together to drive stronger outcomes. How does curation solve discovery and scale challenges? Curation helps media buyers access reliable information faster, compare packages, and reduce manual work. What started as a way to organize deal discovery has become a system for structuring supply, managing updates, and responding to buyer needs at scale. Curation helps teams: Consolidate deal information in one place, so buyers have the detail they need to evaluate a package Act as a decisioning layer, organizing supply in a way that makes comparison easier Automate real-time updates, so buyers are working from current options rather than static documents Respond faster to custom requests, turning repeat asks into repeatable packages Bring speed and structure to a process that has often been manual How does total transparency set winning curators apart?  Total transparency is becoming a baseline expectation in premium media buying. For buyers, that means knowing what inventory is inside a deal, how it’s sourced, and it’s expected to perform. For publishers, transparency means seeing how inventory is packaged, where it appears in market, and how those packages are represented back to buyers. The strongest curation platforms build that visibility into the system itself. A source deal can be traced through its naming, packaging, and downstream use, giving publishers a clear view of where their inventory shows up and gives buyers more confidence in the information they use to make decisions. That clarity strengthens working relationships on both sides. Publishers want partners who can show how supply is being used. Buyers want curators who stand behind the accuracy of their deal data. When that level of visibility is present, curated transactions feel more trustworthy, more organized, and easier to act on. "The value proposition for publishers is straightforward: total transparency. I can sit down with a publisher and clearly identify which packages their specific deals appear in, ensuring clarity and trust."Erik Zamkoff, Global Packaging Lead Why does curation clarity matter to publishers? Publishers need a clear view of how their inventory is distributed, who has access to it, and where it appears across a fast-moving market. Gaps in that visibility make it harder to manage pricing, plan inventory strategy, and protect the value of supply. A transparent curation system gives publishers a clearer view of how each source deal is merchandised across packages and campaigns. With that visibility, they can spot overlap, have more informed conversations with buy-side teams, and take a more active role in how their inventory is presented. For publishers in premium marketplaces, that level of clarity matters. It supports stronger planning, control, and more confidence that supply is being used in a way that aligns with business goals. How does audience intelligence make curation more effective? Audience intelligence makes curated media more useful by connecting premium supply to the audiences marketers need to reach. Most campaign briefs require both quality inventory and relevant audiences to succeed, which is why curation works better when it’s connected to trusted data. The next major shift in media buying is the move from standard inventory curation to a model that combines premium supply with audience intelligence. To bridge this gap, solutions like Experian’s act as a critical intelligence layer. Experian turns standard inventory into highly targeted, data-rich media packages. By pairing powerful data and identity with premium properties, advertisers can reach the exact people they want to connect with. Experian Marketing Data plays an important role in this model. For example, if a marketplace offers an inventory package for professional sports, Experian audience data can augment that package by bringing in verified sports fans. This strategy adds richness and depth to campaigns, making the media buy more relevant to the audience. It allows clients to pick a category and extend it to reach a highly relevant audience. Bringing premium supply and audience intelligence together gives buyers a more complete solution for their advertising needs. How is artificial intelligence changing the media curation interface? Artificial intelligence (AI) is changing how buyers search, compare, and package curated media supply. It can turn natural-language campaign requirements into recommended opportunities, helping teams move faster without replacing human strategy. AI is poised to change how buyers interact with curated media supply, serving as both a facilitator and connective tissue across the entire transaction process. Human expertise remains essential for interpreting campaign goals and making strategic decisions. AI supports that work by automating routine, data-heavy tasks, accelerating the planning process. "From an artificial intelligence perspective, it has been an amazing journey. We are now exploring an agentic pivot on the front end, allowing natural language search applications to simplify how buyers find supply."Erik Zamkoff, Global Packaging Lead Tasks that previously required hours of manual effort, such as sorting through multiple audience taxonomies, cross-referencing deal details, and compiling package comparisons, are now automated. Buyers use platform interfaces in a natural language. They quickly describe campaigning requirements. AI instantly proposes new opportunities that correspond to stated objectives. This simplifies planning and drives a more consistent delivery from campaign to campaign or client to client. Reduced manual oversight allows teams to spend less time on repetitive steps. Teams can focus on client relationships, campaign strategy, and overall performance. At Experian, AI integration is powered by our high-quality data, ranked #1 by Truthset, that meets critical standards of accuracy, freshness, consent, and interoperability. Our data is accurate, continuously updated, and human-centered. Our commitment to data quality enables AI to deliver real-time package recommendations, optimize campaigns with predictive insights, and surface opportunities that reflect current consumer behavior. By combining automation with human expertise, AI helps buyers make faster, more confident decisions. Learn what’s possible with curated media solutions For marketers planning premium buys, curated media solutions can help connect quality supply, audience relevance, and clearer decision-making in one workflow. Experian and Microsoft Advertising can help you solve your advertising challenges and find the right media solutions for your goals. About our experts Erik Zamkoff Global Packaging Lead, Microsoft Erik Zamkoff is currently the Global Packaging Lead at Microsoft, where he drives strategy and innovation across the company’s programmatic advertising and media marketplace offerings. He brings over a decade of experience spanning digital marketing, marketplace development, and product management, with prior roles at Microsoft, Xandr, and other technology firms. Matt Petiton Director of Partnership Sales, Experian Matt Petiton is a senior revenue and go-to-market leader with over a decade of experience scaling strategic partnerships and driving revenue growth within CTV, digital and programmatic channels. Currently, Matt operates within the Partnership Sales org where he leads revenue generation and manages the end-to-end go-to-market strategy for some of Experian’s most strategic, enterprise-level platform partners. FAQs What is curation in media buying? Curation in media buying is the process of organizing premium supply into structured packages that buyers can evaluate, compare, and activate more easily. It helps reduce manual work, improve deal clarity and connect inventory to campaign goals. Why does transparency matter in curated deals? Transparency matters in curated deals since buyers and publishers both need confidence in how inventory is packaged and represented. Buyers want accurate deal data, and publishers want visibility into where their supply appears and how it is used. How does Experian help make curation more effective? Experian’s data, ranked #1 in accuracy by Truthset, helps make curation more effective by connecting premium inventory with audience intelligence. Experian’s identity foundation and marketing data can help buyers move from broad inventory packages to media opportunities tied to more relevant audiences. How would a marketer actually use curation in a campaign? A marketer would use curation to find a media package that combines quality inventory with the audience needed for a campaign goal. For example, a professional sports package can become more relevant when paired with Experian audience data for verified sports fans. What role does AI play in media curation? AI can make media curation faster by helping buyers search supply, compare deal details and identify packages using natural language. Human expertise is still needed to interpret goals, evaluate recommendations, and make the final strategic decision. Latest posts

In our Ask the Expert series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Brent Walker, Co-Founder and Chief Strategy Officer at Psympl. What value does psychographic data add to financial marketing? Demographic data tells financial marketers WHO a consumer is (like age, gender, or income), but it doesn't predict decisions. Behavioral data shows WHAT a consumer does, but people can take the same action for different reasons. Understanding these reasons helps marketers engage consumers more effectively. Psychographics reveal people's attitudes, values, lifestyles, and personalities, the core of their motivations. This layer helps marketers understand WHY people act, anticipate needs, and connect in more meaningful ways. This matters now as the "Great Wealth Transfer" unfolds: $124 trillion will be transferred from older to younger generations by the 2040s. Psychographics vary widely across generations, and up to 80% of heirs may switch financial institutions. Using psychographic insights gives financial marketers a competitive edge during this historic wealth shift. How can marketers apply Psympl Financial Segmentation? Psympl Financial Segmentation groups households into five psychographic profiles, each with distinct approaches to money, investing, and engagement with financial advisors.  Psympl's platform, the Consumer ConsoleTM, offers reference materials for understanding and engaging each Financial Segment, as well as access to extensive market research data conducted with Ipsos on the Segments to inform marketing strategy and campaign planning.  Psympl collaborates with Experian to map psychographic segments for all U.S. adults over 18. This allows financial services brands to enrich their consumer databases and find target customers based on psychographic, demographic, and socioeconomic profiles. Experian Marketing Data also powers Psympl’s Geo-Targeting tool, which heatmaps the U.S. by psychographic segments down to the zip code, with filters for demographics, socioeconomic factors, and household counts. Note: All five psychographic Financial Segments are represented in every zip code: the color corresponds with the biggest segment in that geography. Psympl's platform also includes the PsymplifierTM, which uses Psychographic AITM to create, analyze, and rewrite marketing content tailored to specific segments or generate new content from simple prompts. How do Psympl and Experian aid targeting strategies? Psympl and Experian support targeting strategies by connecting psychographic insight with consumer data, geography, and channel preferences. That combination gives financial institutions a more actionable view of who to target, where to reach them, and what message is likely to resonate. By connecting psychographic insights with consumer data, geography, and channel preferences, Psympl and Experian show financial institutions who to target, where to reach them, and what message will resonate, forming the foundation for effective targeting. For example, a bank can pinpoint areas with consumers who prefer in-person service. Psympl's Consumer Console™ highlights the Guided Mindset segment, those seeking expert financial help with $250,000+ in assets, as prime prospects. Psympl’s Geo-Targeting feature, powered by Experian Marketing Data, heat-maps where Guided Mindset households with $250,000+ in assets are concentrated. In this example, one location stands out with a high representation (41.9%) and concentration (10,796 households) of the targeted Guided Mindset segment with $250,000+ in investable assets, shown in orange on the heat map. While nearby areas are dominated by Ambitious Mindset (blue) or Performance Mindset (green), the data suggests that ZIP code 45208 is an excellent candidate for a new branch, supported by targeted print, outdoor, or digital marketing. Beyond location, Psympl’s research and Experian TrueTouch help firms choose the best channels for each segment and predict responses to direct mail, email, digital, and broadcast channels. Enriching customer databases with Psympl segments lets firms tailor messages—like notifying Guided Mindset customers about new locations, and use the Psymplifier™ to quickly generate targeted marketing content. What are the top use cases for psychographic profiles? By addressing customer motivations and priorities at every stage, organizations drive consistency, align communications, and deliver on customer expectations, whether acquiring, retaining, or upselling clients. Relationships with Baby Boomer clients often do not carry over to younger heirs, who typically have Ambitious and Hopeful Mindsets instead of the Guided, Performance, and Self-Reliant Mindsets more common among older generations. Psychographics reveal these generational differences, distinct needs, values, and engagement preferences, so firms can anticipate, address, and communicate more effectively across generations. Tools like Psympl’s Consumer Console and Psymplifier, combined with Experian TrueTouch Engagement data, equip financial professionals to tailor interactions and marketing content to each segment’s unique preferences, maximizing impact and receptivity. Firms that fail to adapt to the needs and preferences of younger generations will inevitably lose AUM. The Psympl platform, enhanced by Experian data, positions organizations to turn The Great Wealth Transfer into an opportunity rather than a threat. How can banks, credit unions, and wealth marketers start using psychographic segmentation? Building a psychographic segmentation model is resource-intensive and challenging to scale, but Psympl's collaboration with Experian addresses these challenges. After 20 years leading psychographic initiatives at Procter & Gamble, I wish I'd had Experian's data and capabilities; they make planning and measurement much easier. To start, enrich your CRM with Psympl psychographic Financial Segments from Experian. Analyze your customers to see which segments are over- or under-represented, revealing strengths and growth opportunities. Identify which segments most use specific products to target Prime Prospects. Then set a campaign goal and test psychographic messaging against a control group or with pre- and post-measures. Start small, earn, and adapt as you go. Once you see results with relevant, psychographic-based content, expand this approach to prospecting, customer experience, and other applications. Where can readers learn more? I appreciate this opportunity! To learn more, readers can visit the psympl.com website, and more specifically, the Resources Page on the website, which includes videos, whitepapers, and guides for utilizing the Psympl psychographic Financial Segments for customer acquisition, retention, and enhanced engagement. Contact us About our expert Brent Walker, Co-Founder and Chief Strategy Officer, Psympl Brent Walker is Co-Founder and Chief Strategy Officer for Psympl, helping wealth management firms, banks, credit unions, and financial services enhance customer acquisition, retention, and cross-sell initiatives.  Brent started his career in Brand Management at Procter & Gamble, and over 20 years he led teams in product management, customer marketing, and psychographic segmentation initiatives. In 2012, he cofounded his first company focused on psychographics in healthcare, which saw a series of multiple acquisitions. Brent has delivered a variety of publications covering critical marketing topics, featured in Forbes, The Ohio Bankers League, The Commonwealth Fund, and Healthcare Finance. Latest posts

Brands have spent years strengthening identity. That was the right move. A stronger identity foundation gives marketers a better chance to understand people, shape audiences, and connect media to outcomes. Yet I see many teams hit the same wall after that work is done. Performance breaks at activation. I think of it as the activation gap. It’s the distance between knowing who you want to reach and being able to act on that intelligence across channels in a privacy-safe, measurable way. For many brands, identity is stronger than it was a few years ago. The challenge now is carrying that signal cleanly from data into execution, and from execution into outcomes. Identity was the first step For a long stretch, the industry was focused on rebuilding identity. That made sense. Marketers needed a more durable foundation for audience strategy, activation, and measurement. Now the market is in a different phase. First-party data can’t stop at organization in a CRM, it has to be usable in market as an addressable audience that can move across digital, TV, social, and commerce environments. That shift sounds straightforward. In practice, this is where the process starts to break down. A pharma brand may already have patient or consumer records, onboarding capability, and audience segmentation. It may be able to launch awareness messaging in a few channels. The harder part is turning that foundation into a connected strategy it can carry into market from start to finish. That has direct implications for growth. When signal degrades between planning and execution, media becomes less efficient, optimization slows down, and it gets harder to connect audience decisions to business results. The gap is operational Closing the gap starts with making identity usable in market, not just accurate on paper. A pharma marketing team may know which audiences it needs to reach, have a view of likely demand, and know which channels are in play. None of that creates value if the path from audience creation to activation is disconnected. Modern marketing should be judged by connected execution. Data has to move cleanly into activation. Activation has to stay close enough to measurement so teams can unify cross-channel exposure, build a clearer view of consumer behavior, and connect campaign exposure back to outcomes with more accuracy in near real-time. That’s the part many organizations are still working through. They’ve invested in the foundation. The system above it still feels too fragmented to carry signal from start to finish. Complex markets raise the stakes This pressure is even more visible in regulated categories. In health and finance, brands need more than audience access. They need privacy-safe activation, strong governance, and outcome visibility that can stand up to scrutiny. They need a way to carry audience intelligence across environments without losing control of how that signal is used. In these categories, weak connections between identity, activation, and outcomes create hesitation, and hesitation is expensive. What closing the gap looks like Closing the gap starts with a fuller view of the consumer across channels. Most brands already have valuable first-party data. The challenge is whether they have enough insight to make it activation-ready. When identity, activation, and measurement work more closely together, brands can understand not just who the consumer is, but how that person tends to engage and convert across channels. A consumer may be more likely to engage through streaming TV or digital video, then convert later online or in person. Those insights help brands build a more tailored outreach strategy by device and channel, shaping where they show up, how they sequence messages, and where they place the strongest conversion opportunity. Remove duplication across channels and ecosystems Look for an identity provider that supports accurate and scalable onboarding and resolution across environments, and that shows how identity graph distribution aligns to industry standards at the household and person level. In a multi-device world, that foundation also needs to support high-confidence deduplication to the person and household, especially in connected TV (CTV) and TV environments where devices are often shared and both activation and measurement depend on understanding those relationships. Find the best path to your audience Then make sure those insights can move into activation, supported by curation that helps brands find a more efficient path to reach those audiences, and connected measurement that can tie exposure back to outcomes. My view I’ve spent enough time around growth teams to know that the market rarely rewards brands for having the best data story in a conference room. It rewards the brands that can turn audience intelligence into action in market and see clearly what that action produced. That’s why I think the next separation point is activation. The teams that stand out will be the ones that can take signal from strategy into execution without losing fidelity, then connect that execution back to outcomes quickly enough to make better decisions while it still matters. That changes how I would evaluate a marketing operation. I would look less at how much data a brand has collected and more at whether that data can travel. Identity still matters. The difference now is that identity alone will not create growth. Growth comes from carrying signal all the way through activation and into outcomes, with enough clarity to know what’s working and enough confidence to act on it. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. 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In our Ask the Expert series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Samantha Zhang, Senior Data Scientist, and Jim Meyer, General Manager of the DASH TV Universe Study at the Advertising Research Foundation (ARF). DASH is an annual tracking study conducted by the ARF to define and better understand TV audience behavior and household dynamics. What does DASH measure, and how does it help the industry understand TV consumption today?  By capturing hundreds of individual- and household-level data points from each respondent in a rigorous and nationally projectable sample, DASH creates a comprehensive picture of U.S. consumer TV “infrastructure” – how America watches.  Core elements in DASHElements that create context in DASHTV setsLocation | brand | smartness | service modes | sources DemographicsConnected devices Game consoles |video players | streaming devicesYesterday viewing Daypart | TV/device genre | Out-of-home viewingMobile devicesOwners | sharing usersShoppingOnline and in-store | Exposure to major RMNsInternet serviceModes | ISPs | connectivity by device Streaming audio Streaming TVSVOD/AVOD tiers and sharing | FAST Email accounts and apps Live TV Modes of access | including casting from devices Social media For example, DASH gathers: Data on every TV set, including brand, room location, age, “smartness,” and connection devices and modes  Household connectivity and video service data, even in homes with no TV set Internet Service Providers (ISP) and TV service usage, including Multichannel Video Programming Distributors (MVPDs), virtual vMVPDs, streamers (ad-supported and premium), and Free Ad-Supported Television (FAST) channels  Person-level ownership and usage of video-capable mobile devices, including smartphones, tablets, and laptops  Measures of viewing and co-viewing across dayparts, devices, and services  Additional modules covering shopping and retail media networks, streaming audio, social media, email, and apps Broad coverage and granularity make DASH a uniquely robust source of truth for practitioners across the industry, including measurement experts and ad programming strategists. DASH also reports regularly (and publicly) on key industry dynamics. DASH identified a growing segment of device-only viewers – now nearly 9 million households that watch TV, but do not own a TV set – and highlighted the implications of that trend for traditional ratings systems based only on households with TV sets.  Households (HHs - million)2025 HHs (M) U.S. penetrationChange vs. 2024 (M)Total US134.8100%+2.7Connected TV (CTV)114.685%+2.1TV (Set)124.292.2%+1.1Device-only8.86.6%+1.6TV-Accessible133.198.7%+2.7 DASH called out the rise in app-based pay TV and proposed a new connection framework that better represents the modern TV world, in which linear and streaming overlap. DASH also defines the universes of households reachable with advertising. This graphic, for example, shows how all ad-supported linear and streaming properties in aggregate define the true scale of TV advertising. While 35 million households (and growing) are reachable only with streaming ads and 13 million (and falling) only with linear ads, most households are reachable with both, underscoring the importance of understanding the “overlap.” Who uses DASH data, and what decisions does it help inform? There are three primary users of DASH, each with its own use cases: Measurement providers, including Nielsen, use DASH to calibrate viewership data, turn household data into persons data (and vice versa) and estimate potential reached audiences–what the providers call media-related universe estimate (MRUEs)–for the calculation of ratings. Not surprisingly, measurement companies were the first to see the value that an independent TV universe study could provide. Media companies, including major broadcasters and streamers, use DASH to add context and color to their ad sales presentations – and to track the measurement providers, whose ratings play a major role in valuing ad inventory. AdTech companies, including Experian, use DASH to create high-value audience segments for activation. The recent accreditation of DASH by the Media Rating Council (MRC) and adoption by Nielsen as an input to its TV ratings have generated interest from a broad range of companies. We are actively pursuing new licensees and partners to make DASH more useful within, and even outside, the TV ecosystem. What does MRC accreditation signify, and why is it meaningful for DASH?  MRC accreditation means DASH passed a rigorous audit conducted by Ernst & Young over many months, which validated our methodology, controls, and data quality. MRC accreditation establishes that DASH is an industry-standard dataset.  While the service provider normally announces its own accreditation, the MRC took the unusual step of issuing its own release on DASH, announcing the accreditation of DASH for TV universe estimation and endorsing the study for broader, cross-media use. How does Experian use DASH data to build audiences?  The segments combine specific TV usage habits and behaviors from DASH with Experian data on demographics, spending, and other contextual inputs to create a fuller view of consumer viewing behavior. They are designed to be valuable to advertisers in many categories and planning contexts – and to be customizable to fit advertisers’ media targets. The segments can be used to: Apply or suppress audiences to improve target coverage across a campaign  Better align media and creative  Reach elusive but high-value viewers, such as Ad Avoiders  Drive valuable consumer behavior  Achieve specific advertising objectives What are some practical use cases for DASH-based audiences?  Here are some practical use cases for four different kinds of DASH segments in five different advertiser categories.  Travel Co-WatchersA couples-only resort uses TV Co-Watching Households without Children to strengthen target reach and ad memory recallA big theme park destination uses TV Co-Watching Households with Children to reach families in moments of togetherness Home Entertainment TV Owners and Brand LoyalistsA premium TV manufacturer uses the overlap of Multi Brand TV Owners and Single Brand TV Loyalist Households to market its newest TV model to its most loyal consumers. Fast Food Screen Size ViewersA fast food chain with a high-impact new brand campaign uses Large Screen TV Viewers to better align the media and  creativeThat same fast food chain uses Small-Screen TV Viewers to drive store traffic by increasing exposure of its retail campaign among on-the-go viewers Financial Services Cord Cutters A personal cost management app and a cash-back credit card target Streaming-First Cord Cutter Households to reach young, tech-savvy, cost-conscious consumers Thanks for the interview. Where can readers learn more about DASH? We started work on DASH seven years ago, and it’s been fun to watch it “grow up.” Our partnership with Experian is a big step toward putting DASH to work for advertisers and agencies. To learn more, visit our site at https://theARF.org/DASH or contact us at DASH@theARF.org. Contact us About our experts Samantha Zhang, Senior Data Scientist at ARF Samantha Zhang is a Senior Data Scientist at the Advertising Research Foundation working on the DASH TV Universe Study, with additional research spanning areas including attention measurement, digital privacy, and artificial intelligence.  Jim Meyer, General Manager, DASH, at ARF Jim Meyer is general manager and co-founder of the ARF DASH TV Universe Study and managing partner of Golden Square, LLC, which advises media and research technology companies on growth strategy and development. Latest posts

Why does auto marketing need to adapt to changing buyer behavior? Auto buying used to follow a more predictable path. A shopper chose a brand, narrowed it down to a model, visited a dealership, and bought within a familiar budget. That is no longer the case. Today, 53% of buyers consider three or more brands, and brand loyalty has dropped below 50%. At the same time, 62% of consumers say owning or leasing a vehicle is becoming too expensive, shifting many toward used and certified pre-owned options. Some are even delaying purchases, while higher-income households now account for the majority share of new vehicle sales. These shifts are happening before a dealership visit, even though nearly 90% of purchases still take place within a 50-mile radius of home.  What challenges are shaping auto marketing today? Auto performance today is shaped by three connected challenges: Brand loyalty is breaking down as more buyers consider multiple brands Affordability is reshaping the buyer profile Disconnects between marketing and the buying experience can lead to lost sales Experian Audiences help address these shifts by identifying who is likely to switch or stay loyal, aligning audiences to price ranges and vehicle types, and ensuring campaigns reflect real inventory and pricing, so the experience stays consistent from first interaction through conversion. You can find the full taxonomy paths in the appendix. 1. How is brand loyalty changing in auto buying? Brand loyalty among auto buyers is declining as more shoppers consider multiple options and become open to switching. As a result, competition is happening earlier and more often in the decision process. For auto advertisers, this raises the stakes. In a market defined by switching, identifying and engaging potential brand loyalists is critical to protecting share, while also reaching buyers who are actively exploring alternatives. This creates two immediate opportunities and higher opportunities for brands. Loyalty isn’t a given anymore, so brands need to work harder to hold onto existing customers, showing up with the right message at the right time to prevent them from drifting. At the same time, buyers who once defaulted to the same brand are now actively exploring, creating a window to influence decisions and capture share from competitors. Experian Audiences you can activate to retain loyal buyers and engage likely switchers:  Retention audiences Auto Loyalists: BMW Auto Loyalists: Chevrolet Auto Loyalists: Ford Auto Loyalists: Honda Auto Loyalists: Toyota Switcher and conquest audiences Ownership Switchers > GM In Market Switchers > Jeep In Market Switchers > Luxury Ownership Switchers > PHEV In Market Switchers > Ram This is a sample of available audiences, with additional brands and segments available. How to use these audiences Use Auto Loyalists audiences to run retention and upgrade campaigns focused on trade-in value, new model features, and keeping existing drivers within your brand. Use In Market Switcher audiences to identify buyers actively comparing options and run conquest campaigns centered on price, fuel type, body style, and available inventory. 2. How is affordability reshaping the auto buyer profile? Affordability is influencing what auto buyers can realistically consider and whether they stay loyal or switch. New vehicle purchases are becoming concentrated among higher-income consumers, while the broader market is shifting toward used and certified pre-owned vehicles as buyers seek more accessible options. For advertisers, this means aligning campaigns not only to buyer interests, but also to buyer budgets.  Experian Audiences you can activate to reflect with buyer affordability: Income and demographic audiences Household Income Range $150000 Plus  Household Income Range $75000–$99999  Household Annual Income $50000–$74999  Millennial Household Income $500K-$999K Net Worth $1000000 Plus  New and luxury vehicle audiences In Market-Body Styles > Luxury Car In Market Switchers > Electric Luxury In Market-Make and Models > Auto Buyer Luxury Sports Mercedes Benz SL Class In Market-Make and Models > Auto Buyer Luxury Sedan Audi A6 Vehicle Lifestyle Loyalists > Auto Loyalists: Lexus Certified pre-owned (CPO) audiences NEW! In Market - Certified Pre-Owned > Acura CPO Buyers NEW! In Market - Certified Pre-Owned > Audi CPO Buyers NEW! In Market - Certified Pre-Owned > BMW CPO Buyers NEW! In Market - Certified Pre-Owned > CPO Buyers NEW! In Market - Certified Pre-Owned > Toyota CPO Buyers Used vehicle audiences NEW! In Market-Make and Models > Used Tesla EV Buyers NEW! In Market-Make and Models > Used Hyundai EV Buyers NEW! In Market-Make and Models > Used Volkswagen EV Buyers NEW! In Market-Make and Models > Used Acura Buyers NEW! In Market-Make and Models > Used Lexus Buyers How to use these audiences Use Household Income Range $150000 Plus and Net Worth $1000000 Plus to reach buyers more likely to stay in the new or luxury market, while Household Income Range $75000–$99999 and Household Annual Income $50000–$74999 help identify more price-sensitive buyers. Pair those lower income segments with audiences like NEW! In Market - Certified Pre-Owned > Toyota CPO Buyers to reach shoppers actively considering more affordable options, and contrast with higher-end signals like In Market Switchers > Electric Luxury to keep messaging relevant across the full affordability spectrum. 3. Why do gaps between marketing and the buying experience drive lost sales? Gaps between what buyers see advertised and what they experience at the point of sale can lead to lost business. In particular, when pricing, availability, or messaging differ, it can create frustration and lead to drop-off or switching. The focus here is consistency, ensuring what buyers see in ads accurately reflects the vehicles, pricing, and offers available when they are ready to buy. Experian Audiences are granular enough to help you match the specific vehicles, price points, and features you have for the buyers most likely to want them. Experian Audiences you can activate to align your inventory, pricing, and messaging with buyer demand at the point of sale: Inventory and price alignment audiences In Market-Vehicle Price > Vehicle price is 20K-30K In Market-Vehicle Price > Vehicle price is 30K-40K In Market-Vehicle Price > Vehicle price is 50K-75K Ownership and replacement timing Purchased in last 13-24 months Vehicle age is 0-5 years Vehicle age is 11 plus years Vehicle type and preference In Market-Fuel Type > Electric Luxury Ownership-Fuel > Hybrid In Market-Body Styles > Minivan In Market-Body Styles > Sports Car In Market-Body Styles > SUV and CUV In Market-Body Styles > Truck How to use these audiences Use price-based audiences (20K–30K, 30K–40K, 50K–75K), vehicle age (0–5 years, 11+ years), and body style or fuel type to align campaigns with real inventory and buyer demand, so ads reflect what is actually available. How does local dealership influence impact purchase decisions? Even within a broader marketing structure, local dealerships play a defining role in final purchase decisions. While national and regional efforts drive awareness and consideration, local availability, inventory, proximity, and offers ultimately determine where buyers convert. For local retailers, marketing should: Reflect local inventory and pricing Target high-intent buyers in specific markets Align messaging with what is available nearby Experian supports this by enabling location-based targeting tied to real demand and inventory conditions, with the flexibility to reach audiences at the national, regional, or local level. When are auto audiences most responsive to marketing? Auto audiences respond to a mix of seasonal demand, promotional cycles, and real-world events that shape how and when people buy. Timing matters as much as targeting, especially in a market where purchase decisions are flexible and influenced by external factors. Summer driving season and early promotional peaks Late spring through early summer marks a key shift in auto shopping behavior. As travel and outdoor activity increase, buyers focus on practical needs, looking for SUVs, trucks, and vehicles suited for longer trips and group travel. This period also overlaps with early promotional moments like Memorial Day and Fourth of July, when incentives can accelerate decisions for buyers already in-market, while pulling forward demand from those who may have otherwise waited. Experian Audiences you can activate Retail Shoppers > Seasonal > Summer Sales Event Shoppers Publisher Derived > IAB Travel > Road Trip Travel Enthusiasts Labor Day, model-year closeouts, and year-end sales As the year progresses, demand becomes more promotion-driven. Labor Day introduces one of the most concentrated sales periods, followed by model-year closeouts and year-end clearance events. These windows are driven by pricing pressure, inventory turnover, and buyers looking for strong deals before new models arrive. Experian Audiences you can activate Mobile Location Models > Visits > Auto Dealerships Retail Shoppers > Seasonal > Labor Day Shoppers Sustainability and cost-driven moments Moments like Earth Day, events causing rising fuel costs, or broader conversations around efficiency can quickly shift buyer priorities. Interest in electric, hybrid, and fuel-efficient vehicles often increases during these periods, though motivations vary across audiences. Experian Audiences you can activate Autos, Cars and Trucks > In Market-Fuel Type > Electric Publisher Derived > IAB Budgeting > Frugal Living and Savings Focused Households Autos, Cars and Trucks > In Market-Fuel Type > MPG Conscious What sets Experian Audiences apart? Our syndicated audiences give you an advantage across channels, offering both scale and accuracy: Experian’s 3,500+ syndicated audiences are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Explore some of our Partner Audiences that complement Experian Audiences across key auto use cases, with flexible activation through Experian’s data marketplace or leading activation platforms. 33Across Auto > Auto Insurance Auto > Foreign Auto Alliant Automotive > In-Market > Multi-Car Owner In-Market for New Car Automotive > In-Market > In-Market for Financing AnalyticsIQ Automotive > In Garage > Number of Vehicles Owned > 3 or More Cars Owned Automotive > In Market > Buyer Type > Safety Conscious Buyers Automotive > In Garage > Average Mileage Put on Vehicles Per Year > 10,000 to 14,000 Miles on Vehicle Automotive > In Garage > Frequent Gas Spenders Attain Insurance > Auto Insurance > In-Market for New Insurance > Yes, I plan to get a car or will need new car insurance soon. Automotive > Psychographics/Survey > What are your thoughts on electric vehicles? > I don't own one, but I'm interested in buying an electric vehicle Insurance > Auto Insurance > Geico Automotive > In-Market > Autoservice & Repair Shops > DIY 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. Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok, or on a platform not listed above? Contact us today. For a full list, download our syndicated audiences guide. Reach auto buyers based on real-world purchase behavior with Experian Audiences From increased switching to affordability constraints and the need to align messaging with real inventory, auto demand is shaped by how buyers make decisions across the journey. Experian Audiences help marketers respond to these challenges by identifying who is likely to switch or stay loyal, aligning campaigns to what buyers can realistically afford, and connecting high-intent shoppers with relevant inventory and local dealerships. Connect with our audience experts FAQs What are Experian Audiences? Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data. They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners. Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk. For a deeper look at our audience catalog, explore our syndicated audience guide. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own first-party data? Yes, you can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple partner data providers, as a custom audience within a Curated Deal, or self-service via Audience Engine. Appendix Retention audiences Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: BMW Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Chevrolet Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Ford Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Honda Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Toyota Switcher and conquest audiences Autos, Cars and Trucks > Ownership Switchers > GM  Autos, Cars and Trucks > In Market Switchers > Jeep Autos, Cars and Trucks > In Market Switchers > Luxury Autos, Cars and Trucks > Ownership Switchers > PHEV Autos, Cars and Trucks > In Market Switchers > Ram Income and financial audiences Demographics > Household Income > Household Income Range $150000 Plus  Demographics > Household Income > Household Income Range $75000–$99999  Financial > Household Annual Income $50000–$74999  Demographics > Household Income (HHI) > Millennial Household Income $500K-$999K Consumer Financial Insights > Net Assets Score > Net Worth $1000000 Plus  New and luxury vehicle audiences Autos, Cars and Trucks > In Market-Make and Models > Auto Buyer Luxury Sedan Audi A6 Autos, Cars and Trucks > In Market-Make and Models > Auto Buyer Luxury Sports Mercedes Benz SL Class Vehicle Lifestyle Loyalists > Auto Loyalists: Lexus Autos, Cars and Trucks > In Market Switchers > Electric Luxury Autos, Cars and Trucks > In Market-Body Styles > Luxury Car Certified pre-owned (CPO) audiences Autos, Cars and Trucks > In Market - Certified Pre-Owned > Acura CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > Audi CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > BMW CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > Toyota CPO Buyers Used vehicle audiences Autos, Cars and Trucks > In Market-Make and Models > Used Tesla EV Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Hyundai EV Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Volkswagen EV Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Acura Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Lexus Buyers Inventory and price alignment audiences Autos, Cars and Trucks > In Market-Vehicle Price > Vehicle price is 20K-30K Autos, Cars and Trucks > In Market-Vehicle Price > Vehicle price is 30K-40K Autos, Cars and Trucks > In Market-Vehicle Price > Vehicle price is 50K-75K Ownership and replacement timing Autos, Cars and Trucks > Ownership-Vehicle Age > Purchased in last 13-24 months Autos, Cars and Trucks > Ownership-Vehicle Age > Vehicle age is 0-5 years Autos, Cars and Trucks > Ownership-Vehicle Age > Vehicle age is 11 plus years Vehicle type and preference Autos, Cars and Trucks > In Market-Fuel Type > Electric Luxury Autos, Cars and Trucks > Ownership-Fuel > Hybrid Autos, Cars and Trucks > In Market-Body Styles > Minivan Autos, Cars and Trucks > In Market-Body Styles > Sports Car Autos, Cars and Trucks > In Market-Body Styles > SUV and CUV Autos, Cars and Trucks > In Market-Body Styles > Truck Summer driving season and promotional peaks Retail Shoppers > Seasonal > Summer Sales Event Shoppers Publisher Derived > IAB Travel > Road Trip Travel Enthusiasts Labor Day, model-year closeouts, and year-end sales Mobile Location Models > Visits > Auto Dealerships Retail Shoppers > Seasonal > Labor Day Shoppers Sustainability and cost-driven moments Autos, Cars and Trucks > In Market-Fuel Type > Electric Publisher Derived > IAB Budgeting > Frugal Living and Savings Focused Households Autos, Cars and Trucks > In Market-Fuel Type > MPG Conscious Latest posts

Programmatic advertising has become much more sophisticated over the years. As capabilities have expanded, so has complexity. Marketers are now working across more platforms, with more signals and opportunities to optimize. Despite performance improvements, it can take time to fully understand what’s driving results and how to scale them. Agentic artificial intelligence (AI) is closing that gap. Instead of just automating tasks, it introduces systems that can interpret signals, suggest next steps, and enable action within defined parameters — helping live campaigns adapt, and your marketing feel more human-centered. In this article, we’ll break down what agentic AI looks like in programmatic advertising, how it’s changing campaign planning and activation, and where it’s delivering the most impact. What is programmatic advertising in the agentic AI era? Programmatic advertising is the automated, cross-channel buying and selling of digital media across channels like display, video, and connected TV (CTV). In the age of agentic AI, marketers can identify and act on opportunities while campaigns are live, as agentic AI functions less as a passive tool and more like a dynamic teammate. With AI-powered programmatic marketing, your team can now proactively anticipate what’s likely to work next, simplify fragmented channels into a more unified strategy, and focus campaigns on outcomes that move your business forward with support from predictive insight and real-time intelligence. Machine learning now processes and analyzes massive volumes of data in milliseconds, allowing systems to decide which impression to buy, what it’s worth, and where it’ll deliver the most impact in real time. How is agentic AI reshaping programmatic marketing? Programmatic advertising has always been about automation, but agentic AI is pushing it into something more adaptive. AI-driven processes now analyze the marketplace and enable autonomous media activation with human oversight, grounded in responsible automation. As you integrate agentic AI into your advertising, it helps automate time-intensive, day-to-day tasks so your team can focus more on strategy, planning, and performance. Marketers still define the goals, set the guardrails, and oversee how AI is applied, which keeps decisions aligned with business objectives, compliance requirements, and overall campaign strategy. Here’s how marketers can benefit from agentic AI: AI accelerates and improves how fragmented signals across identity, behavior, and context are connected into a usable customer view. Optimization happens continuously, not in reporting cycles, as bids, audiences, and spend adjust in real time. Decisioning moves beyond static rules toward adaptive, data-driven prioritization. Predictive models help reduce waste by identifying low-value impressions before allocating spend. Personalization becomes more accurate while still grounded in privacy-safe, identity-first data. Learn more from industry leaders How is AI transforming media curation and supply optimization? Programmatic advertising has traditionally relied on open exchange buying, optimizing across large volumes of inventory. As AI becomes more embedded in programmatic marketing, the focus is shifting toward more intentional activation, prioritizing environments that are more likely to perform from the start. Dynamic curation and supply optimization With dynamic curation, AI aligns predictive audiences with contexts where engagement is strongest, using real-time signals to determine who to reach and where they’re most likely to engage. Campaigns are guided toward higher-probability environments upfront, rather than relying on post-impression optimization. This moves programmatic marketing away from broad open exchange buying and toward more curated, intentional activation, with continuous adjustments as signals evolve. Emerging agentic workflows Emerging agentic workflows introduce systems that analyze performance, recommend changes, and activate them within defined guardrails. Instead of waiting for reporting cycles, campaigns continuously evaluate signals and adjust in real time. AI handles day-to-day decisions like shifting spend or refining audiences, while marketers retain strategic control and accountability. Generative and analytical AI applications Not all AI in programmatic advertising is about activation. Many gains are happening behind the scenes, especially in analytics. Generative and analytical AI support tasks like attribute development, description creation, and insight acceleration. This reduces time spent on reporting and helps teams focus on understanding performance, surfacing patterns, and identifying what to scale. Experian’s curation capabilities At Experian, we combine identity-based predictive data with contextual AI models to better align audiences with available supply. With Audigent now part of Experian, audiences are indexed to the live bidstream and contextual signals, helping campaigns activate in environments where they’re more likely to perform. Experian Curated Deals package high-quality inventory, such as streaming and premium lifestyle content, with predictive audience data. When layered with our #1-ranked data accuracy by Truthset, these deals become predictive and help you activate greater confidence in campaign placement and performance. Practical use cases of AI in complex and regulated markets The value of AI in programmatic advertising becomes clearer in environments where complexity is highest, such as industries with strict regulations, fragmented data, and significant financial stakes tied to every impression. Financial services, healthcare, and retail all require approaches that balance accuracy, compliance, and measurable outcomes, built on privacy-first data and human-centered activation. The following shows how programmatic advertising can come to life in practice. Financial services In financial services, performance only matters when it’s compliant. AI helps marketers reach qualified consumers without crossing regulatory lines. Your team can: Activate identity-based audiences for lending, credit, and financial products within defined compliance guardrails. Use predictive financial attributes (where permitted) to prioritize prequalified and high-intent consumers. Support responsible offer prioritization and budget allocation based on eligibility and likelihood to respond. Operate within transparent, auditable environments designed for regulated activation. Healthcare Healthcare marketing requires accuracy without ever exposing sensitive data. AI enables more relevant engagement while maintaining strict privacy standards. With AI-powered programmatic marketing, you can: Activate privacy-safe, compliant health-interest segments without relying on protected personal data. Deliver campaigns without exposing sensitive identifiers or violating regulatory requirements. Optimize delivery based on region, timing, and contextual alignment with patient research behavior. Maintain controlled, privacy-forward environments that prioritize trust and compliance. Commerce media In commerce media, programmatic performance is measured by its impact on transactions and revenue. AI helps unify signals into a more connected, outcome-driven strategy. It empowers marketers to: Connect household-level insights to activation across CTV, display, and commerce media networks. Use AI-powered identity resolution to maintain continuity as consumers move across devices, channels, and purchase journeys. Enable dynamic curation by aligning predictive audiences with more effective inventory in real time. Adjust spend toward environments and segments that actively drive purchase behavior. As these use cases expand across industries, so does the need to ensure AI is applied responsibly. Trust, transparency, and ethical challenges in AI-powered AdTech As AI takes on a larger role in programmatic advertising, the focus is shifting from what it can do to how it does it. Marketers need to validate results and the data behind them to ensure every decision stands up to regulatory and consumer scrutiny. AI systems now influence audience selection, media investment, and measurement at scale. But those decisions are only as reliable as the data behind them. Without clear governance, it becomes difficult to answer basic but critical questions, such as, “What data informed this decision? Was it compliant?” Or, “Could bias be influencing the outcome?” This is why trust in AI starts with the data rather than the model. AI governance and data stewardship Rather than governing our clients’ AI systems, Experian helps govern the data those systems depend on. Our guiding principle is simple: responsible automation begins with governed data. We ground our AI approach in strict data governance frameworks, ensuring the data entering any model is compliant, consented to, and accurate before it’s used. We treat AI and machine learning as advanced modeling technologies operating within contractual and privacy-first guidelines, with controls for data quality, consent validation, and compliance applied upfront. In the end, you’ll have confidence that your AI outputs are not only performant but also explainable, auditable, and aligned with regulatory expectations from the beginning. Clear usage restrictions Strong governance only works when it’s paired with clear boundaries. To protect data integrity, privacy, and compliance, Experian enforces strict controls on how data is used across AI and programmatic workflows. Data is used only within defined contractual, legal, and regulatory guidelines. Sensitive information is protected and restricted from use in unauthorized environments. Data access is limited to approved, compliant systems and workflows. Data is not shared, exposed, or repurposed beyond its intended use. AI processing occurs within controlled environments that meet privacy and security standards. AI use cases are subject to appropriate review, governance, and oversight. These guardrails give you the assurance that innovation moves forward without compromising trust. Bias mitigation and responsible modeling As AI plays a larger role in audience creation and activation, models must be continuously monitored for fairness. At Experian, models are continuously reviewed and refined to reduce bias and ensure outputs align with responsible marketing practices and changing regulations. Consent and consumer control Consumer consent and control are central to responsible AI usage in programmatic advertising. Data must be sourced through compliant, transparent mechanisms, with controls that allow consumers to access, manage, and opt out of how their data is used. This aligns with regulatory frameworks such as the California Consumer Privacy Act (CCPA), the General Data Protection Regulation (GDPR), and the Health Insurance Portability and Accountability Act (HIPAA) (where applicable). How Experian enhances every stage of the agentic AI programmatic workflow AI in programmatic advertising only works if the system behind it is connected. When data, activation, and measurement are fragmented, optimization lags. Experian brings those pieces together. By connecting identity, data, activation, and measurement into one workflow, AI can continuously turn first-party data into predictive audiences, help you activate them across channels, and measure outcomes in a single, connected system. AI-ready data foundation Everything in AI programmatic advertising starts with the data. Experian transforms first-party data into a predictive asset by onboarding and enriching it with Experian Marketing Data, ranked #1 in accuracy by Truthset, and unifying it through our Digital and Offline Graph.This creates a high-integrity data layer that improves audience quality, extends reach, and supports activation across channels while maintaining privacy-forward standards. Predictive intelligence Predictive intelligence helps you understand what’s likely to work before activation begins. Experian applies behavioral modeling and signal analysis to identify high-potential audiences and generate identity-based lookalikes based on shared characteristics and patterns.As campaigns run, AI surfaces next-best opportunities so teams can adjust activation strategy in real time. Audience discovery and creation Experian simplifies audience creation by bringing everything into one place. First-party data is combined with Experian Audiences and expanded through access to Partner Audiences in our data marketplace. Instead of stitching together multiple inputs, you’re working from a more complete, connected view upfront.Our platforms and audience teams then help identify, build, and refine segments based on relevant attributes, reducing manual setup, accelerating activation, and enabling scalable, persona-based audience creation. Identity-rooted activation After you’ve defined your audiences, identity becomes critical in consistently reaching them across channels. Partner with Experian for agentic AI-driven programmatic campaigns Experian helps you turn first-party data into marketing that feels more connected, relevant, and accountable, bringing together identity, AI, and privacy-first data to support better decisions from planning to outcomes. Speak to an Experian expert about enabling agentic AI in your programmatic advertising strategy today. FAQs What is AI in programmatic advertising? AI in programmatic advertising uses machine learning to improve how media is bought, targeted, and optimized. It enhances audience discovery, activation, and measurement by analyzing large volumes of data in real time, allowing campaigns to adapt continuously instead of relying on static rules. How does Experian use AI in programmatic advertising? Experian supports programmatic advertising across the full workflow, from identity resolution and audience development to contextual indexing and outcome-based measurement. Through a combination of Experian’s platforms, data, and audience teams, marketers can turn fragmented signals into more connected, performance-driven campaigns. What is agentic AI in advertising? Agentic AI in advertising refers to systems that can analyze performance, recommend changes, and activate optimizations within defined guardrails. Unlike traditional automation, these systems adapt in real time while marketers maintain strategic oversight and control. How does Experian support privacy-first AI? Experian supports privacy-first AI through strict data governance frameworks, compliant data sourcing, and transparent modeling practices. Identity resolution and activation are designed to meet regulatory requirements while maintaining consumer trust and control. How does AI improve audience discovery? AI improves audience discovery through predictive modeling, inferred attributes, and lookalike techniques to identify high-potential audiences. It also surfaces next-best segments, reducing manual effort and accelerating time to activation. How does AI support media curation? AI supports media curation by aligning predictive audiences with high-performing environments in real time. Through dynamic curation and Experian Curated Deals, campaigns activate in more relevant contexts rather than relying on broad open exchange buying. Latest posts

What challenge was American Home Shield trying to solve with audience curation? American Home Shield (AHS) wanted to reach people in-market for home warranty products with greater accuracy and efficiency. They wanted to improve targeting, personalize campaigns across channels, and reduce cost per action (CPA). For acquisition-focused brands, audience curation can improve both media efficiency and business outcomes. AHS, a pioneer in the home warranty industry, worked with Audigent, a part of Experian, to segment and target in-market home warranty audiences more effectively through Experian Curated Deals. AHS's goals Better understand online audiences through improved targeting Segment and personalize campaigns more efficiently across channels Reach people in market for home warranty products more effectively Improve CPA How did Experian use audience curation for American Home Shield? Experian used audience curation to help AHS better identify, understand, and target online audiences in-market for home warranty products. Our audience curation approach gave AHS real-time performance insight and a more efficient way to act on what was working during the campaign. Using Audigent data, AHS identified a focused set of audience segments including: Consumers in-market for home warranty or protection DIYers New homeowners Parents Real estate buyers and sellers What audience curation approach did American Home Shield use? We applied three audience curation methods to help AHS reach relevant audiences across audio, display, and online video. This mix gave AHS broader coverage and a clearer read on which curated audiences and activation methods supported stronger acquisition efficiency. Our audience curation strategy included three methods: Contextual-based Predictive Indexed Audience-based Fallon, AHS's agency, played a critical role in shaping AHS’s audience curation strategy, media activation, and real-time optimization across channels. What results did American Home Shield see from audience curation? AHS improved acquisition efficiency and gained a stronger understanding of audience performance. Our audience curation approach helped AHS identify which curated segments delivered better results and supported more efficient media decisions. "Partnering with Audigent, a part of Experian, feels like working with a true extension of our own team. They are deeply engaged in campaign performance and collaborate closely with our media agency to optimize in real time. Through testing curation with Audigent, we have improved CPA efficiency while also gaining meaningful business efficiencies. We now have a clear understanding of which segments perform best and why, unlocking new value for our home warranty products.”Andrea Steele, Director, Media & Marketing Experian Curated Deals produced measurable gains across performance and operational efficiency, including: 18% overall improvement in CPA efficiency 3.7x more cost-efficient streaming audio than AHS’s pre-partnership benchmarks 28% lower cost for AHS prospecting display versus pre-partnership benchmarks Explore more examples of how brands are driving performance with Experian Windstar Cruises Leading athletic retailer Swiss Sense Pet brand Download our full case study with American Home Shield AHS partnered with us to segment and target in-market home warranty audiences more effectively through audience curation. Our innovative approach to curation forms the backbone of AHS’s goal of driving acquisition across online media. Download now Contact us About American Home Shield As a pioneer in the home warranty industry, American Home Shield (AHS) serves millions of customers across the U.S. and operates under the Frontdoor, Inc. umbrella. FAQs How did audience curation help American Home Shield improve CPA efficiency? Audience curation helped American Home Shield (AHS) focus media investment on in-market home warranty audiences across display, online video, and audio. Our approach gave the AHS team greater visibility into segment performance and improved CPA efficiency by 18%. Audience curation means combining audience data, inventory, and optimization into a single activation approach. Experian used audience curation to help AHS activate relevant segments more efficiently and understand which audiences were driving stronger acquisition results. How does Experian help brands use audience curation across channels? Experian helps brands apply audience curation by connecting audience strategy, activation, and optimization across media environments. That gives marketers a clearer way to compare curated audience performance, refine segment choices, and improve efficiency across channels. Why does audience curation matter for acquisition campaigns? Audience curation matters because it helps marketers align audience data and media placement more intentionally. That gives teams a clearer view of which audiences and environments are contributing to performance, enabling more informed future acquisition decisions. What are Experian Curated Deals? Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces designed for performance. Delivered as simple Deal IDs, Curated Deals enrich bidstreams with real-time, privacy-safe signals and apply supply path optimization to improve efficiency and campaign outcomes. Latest posts