Transition your audience targeting with ease using the Oracle-to-Experian audience mapping guide

As Oracle exits the advertising space, we understand that this may present a challenge. Experian is here to support you with a seamless transition in your audience targeting. As one of Oracle’s primary data providers that powered their audiences, we’ve mapped Oracle audiences to Experian audiences, helping you to switch your audience targeting with no impact on your campaign’s performance.

In this blog post, we highlight four audience categories that we know marketers are actively seeking to replace and target: auto, restaurants, lifestyle and interests, and demographics.

Experian’s approach to best-in-class audience targeting

• 2,400+ syndicated audiences powered by marketing data ranked #1 in accuracy by Truthset offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes
• Our audiences span 15 data categories including demographics, auto, retail purchases, lifestyles and interests, financial, and travel
• Audiences are available on-the-shelf on 30+ major ad platforms, including TV, social, and programmatic, or distribute them to 200+ media platforms

Experian’s audience solutions are rooted in offline, deterministic data — like name, address, phone number, and email — that rarely changes. Our deep understanding of people in the offline and digital worlds provides marketers a persistent linkage of known offline data and digital identifiers, which means you get accurate and consistent audience targeting across all channels.

Auto, Cars, and Trucks

As the premier auto partner contributing to Oracle auto segments, Experian can help you reach and target consumers based on their known and predictive auto shopping behaviors. Experian’s auto audiences are built utilizing insight from our North American Vehicle Database℠ and other data attributes from Experian Marketing Data to provide highly accurate audiences for digital and TV advertising.

Unlike some of our competitors who are also positioning themselves as a replacement audience provider, Experian owns all our Vehicle, Consumer, and summarized Credit data under one umbrella and refreshes our audiences every 30 days. This ensures tighter audience composition, superior data hygiene, and best in-class data fidelity, which means you get to target the most accurate audiences. With over 750 syndicated audiences segmented by make, model, price, vehicle age, fuel type, and more, our data is accessible through Experian’s distribution power across all platforms — digital, TV, programmatic, and social — allowing activation wherever our partners need it.

Here are the 10 most popular Experian audiences that align with Oracle’s auto audiences:

Audience by Oracle	Experian audience
Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers	Autos, Cars and Trucks > In Market-Body Styles > SUV and CUV
Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Mid-Size Pickup Trucks	Autos, Cars and Trucks > In Market-Body Styles > Mid-Size Truck
Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Full-Size Pickup Trucks	Autos, Cars and Trucks > In Market-Body Styles > Full-Size Trucks
Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs > Small to Mid-Size SUV	Autos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUV
Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs	Autos, Cars and Trucks > In Market-Body Styles > SUV
Audiences by Oracle > Financial Services > Insurance > In-Market > Auto Insurance	Lifestyle and Interests (Affinity) > In-Market > Auto Insurance
Audiences by Oracle > Auto, Cars and Trucks > Merchant Category Audiences > Auto Insurance High Spenders	Retail Shoppers: Purchase Based > Automotive (Cars & Trucks) > Auto Insurance: High Spenders
Oracle BlueKai > In-Market > Auto, Cars and Trucks > Condition > Used Cars > More than 5 years old	Autos, Cars and Trucks > In Market-New/Used > Used car 6+ years
Audiences by Oracle > Auto, Cars and Trucks > In-Market > Condition > Used > Less than 5 years old	Autos, Cars and Trucks > In Market-New/Used > Used car 0-5 years
Oracle BlueKai > In-Market > Auto, Cars and Trucks > Classes > Cars > Compact and Sub-Compact Cars	Autos, Cars and Trucks > In Market-Body Styles > Compact or Subcompact Cars

Lifestyle and Interests

Experian’s Lifestyle and Interests data helps you reach and target consumers based on their predicted lifestyle and behavioral characteristics with data sourced from consumer surveys, research panels, and online behaviors, enabling more personalized and impactful marketing strategies.

Here are six of the most popular Experian audiences that align with Oracle’s lifestyle and interest audiences:

Audience by Oracle	Experian audience
Audiences by Oracle > Hobbies and Interests (Affinity) > Pets > Dogs	Lifestyle and Interests (Affinity) > Pets > Dog Owners
Audiences by Oracle > Hobbies and Interests (Affinity) > Pets > Cats	Lifestyle and Interests (Affinity) > Pets > Cat Owners
Audiences by Oracle > Hobbies and Interests (Affinity) > Health and Fitness > Exercise	Lifestyle and Interests (Affinity) > Health & Fitness > Fitness Enthusiast
Oracle DLX (Datalogix) > DLX Finance > Investors	Lifestyle and Interests (Affinity) > Investors > Active Investor
Audiences by Oracle > Lifestyles > Merchant Category Audiences > Sports Lovers	Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast
Audiences by Oracle > Lifestyles > Parents and Family > Moms	Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25+

Demographics

Experian’s demographic data allows marketers to tap into the accurate data from Experian Marketing Data to refine audiences to meet a brand’s target persona. Our demographic audiences deliver insight into age, gender, income, and household attributes such as home ownership, presence of children in the household, and length of residence.

Based on customer feedback, we have expanded our range of age-based audience segments. These new segments cover various adult age groups and gender distinctions (e.g., Adult Females 18-39, Adult Males 35-54).

Here are seven of the most popular Experian audiences that align with Oracle’s demographic audiences:

Audience by Oracle	Experian audience
Audiences by Oracle > Demographics > Validated Demographics > Household Income > HHI: $100,000+	Demographics > Household Income (HHI) > $100,000+
Audiences by Oracle > Real Estate and Home Property Services > Real Estate Attributes > Ownership > Home Owners	Demographics > Homeowners/Renters > Homeowner
Audiences by Oracle > Demographics > Age Groups > Adults 25-54	Demographics > Ages > 25-54
Audiences by Oracle > Demographics > Gender > Females	Demographics > Gender > Female
Audiences by Oracle > Demographics > Validated Demographics > Age Groups > Adults 25-54 > Females 25-54	Demographics > Ages > Female 25-54
Audiences by Oracle > Demographics > Age Broad > Ages 40-49	Demographics > Ages > 40-49
Audiences by Oracle > Demographics > Validated Demographics > Age Broad > Ages 65+	Demographics > Ages > 65+

Quick Service Restaurants (QSR)

Here are six of the most popular Experian audiences that align with Oracle’s QSR audiences:

Audience by Oracle	Experian audience
Audiences by Oracle > Restaurants > Merchant Category Audiences > In Store QSR Fast Food Frequent Spenders	Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR QSR Frequent Spenders
Audiences by Oracle > Restaurants > Merchant Category Audiences > QSR Chicken Frequent Spenders	Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders
Audiences by Oracle > Restaurants > Merchant Category Audiences > QSR Burgers Frequent Spenders	Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Burger Frequent Spenders
Audiences by Oracle > Restaurants > Cuisine Type > Sandwiches	Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Subs and Sandwich Frequent Spenders
Audiences by Oracle > Restaurants > Dining Type > Casual Dining	Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Casual Dining Frequent Spenders
Audiences by Oracle > Restaurants > Dining Type > Coffee Shops and Cafes	Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Coffee Frequent Spenders

Switch from Oracle to Experian audiences with ease

Experian is here to make it easy for advertisers and agencies to find the right audience solutions after Oracle’s exit. By partnering with us, you work with a single data provider that offers access to a diverse range of audiences across multiple categories, including political and holiday shopping. Our audiences are available for activation on the leading demand, supply, social, and TV platforms.

Reach out to your account representative or our audience team for information about our comprehensive audience mapping and finding the right audiences for your campaigns.

Download our audience lookbook to discover more about Experian’s audiences.

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