
At Experian, we understand the importance of audience targeting when it comes to crafting a successful marketing campaign. We are excited to share a curated list of audience recommendations to support your campaign planning so you can confidently connect with your audience.
What separates Experian’s syndicated audiences
- 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 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.
- Our syndicated audiences are built on top of Experian’s identity graph, which includes digital identifiers like hashed emails (HEMs), mobile ad IDs (MAIDs), IPs, Universal IDs, and connected TV (CTV) IDs. This foundation ensures highly addressable audiences, enabling you to reach all U.S. households and consumers to reach the full U.S. population.
New and improved audience segments we recommend for Q1 campaigns
Q1 is the ultimate season for TV, with the NFL playoffs, Super Bowl, College Football playoffs, award shows and so much more capturing viewers’ attention. That’s why we’re excited to introduce 14 new and 8 updated television audiences. Recently released on major platforms, these new television audiences offer unique opportunities to align your campaign planning with the latest viewer behavior trends.
- Cable Satellite or Streaming Network Subscribers
- Satellite Service Subscribers
- Mutli Brand TV Owners
Seasonal audiences for Q1
New Year’s audiences
As the new year approaches, it’s the ideal moment to connect with consumers inspired by their New Year’s resolutions. In 2024, one-third of U.S. adults set goals for the year, focusing on key areas like healthier living, getting organized, exploring new experiences, and improving financial wellness. Experian’s New Year’s resolution audiences provide valuable insights into these aspirations, allowing you to tailor your messaging and engage with consumers determined to make positive changes in 2025. From promoting healthy lifestyles and travel to supporting organization and financial goals, Experian’s data-driven solutions help you capture these motivated audiences with precisely targeted messaging.
Football audiences
Football season presents an unmatched opportunity for brands to connect with one of the most engaged audiences in the U.S. As in-game ad costs continue to rise and slots fill up quickly, brands are seeking innovative ways to reach passionate football viewers beyond the game. Experian’s specialized football audience segments allow advertisers to engage with fans across categories like NFL stadium visitors, college football enthusiasts, beer drinkers, and dedicated TV viewers, ensuring your brand connects meaningfully with consumers throughout the season.
Financial audiences
With tax season just around the corner, brands have the opportunity to connect with financially engaged audiences in the U.S. Whether your goal is to reach self-starters managing their own returns or high-net-worth individuals seeking advanced tax solutions, Experian can ensure your brand connects meaningfully with the right financial audience at the right time.
Experian’s specialized financial audience segments empower brands to engage with key groups, such as:
- Tax Return – Self prepare user
- Tax Return – Online tax software user
- Tax Return – Professional Service Preparer user
- Savvy Sounding-Board Seeking Investor
- Price Sensitive, Self-Directed Investor
Top recommendations for Q1
Based on the top Experian audiences activated in Q1 of 2024, our top 10 list is designed to assist agencies and media buyers plan data-driven advertising campaigns.
Occupation
- 1) Small Business Owners: This segment contains consumers who are likely to be small business owners.
- 2) Military – Inactive: This segment contains consumers who are likely to be inactive in the military.
- 3) Legal/Education and Health Practitioners: This segment contains consumers who are likely to have an occupation in Legal/Education and Health Practitioner.
- 4) Technical: Computers/Math and Architect/Engineering: This segment contains consumers who are likely to have an occupation in Computers/Math and Architect/Engineering.
Consumer Lifestyles
- 5) Vacation/Leisure Travelers: Weekend Getaways: This segment contains consumers who are likely high spenders or frequent purchasers of weekend getaway travel.
- 6) Women’s Sleepwear and Lingerie: High Spenders: This segment contains consumers who are likely high spenders at women’s sleepwear and lingerie stores (e.g., Soma, Victoria’s Secret).
- 7) Smart Investors: This segment contains consumers who are likely actively seeking out as much information about an investment as possible before committing, shopping around for the best investment deal, and aversion to financial debt.
- 8) Computers/Software Frequent Spenders: This segment contains consumers who are likely frequent spenders of computer software.
Life Events
- 9) New Movers: High Spenders: This segment contains consumers who are likely new mover high spenders.
- 10) New Parents: Child Aged 0-36 Months: This segment contains consumers who are likely to be new parents for children aged 0-36 months.
You can find the complete audience segment name in the appendix.
Activate the right audiences with Experian
For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. 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.
Appendix
Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post.
TV Audiences
- Television (TV) > Household/Family Viewing > Cable Satellite or Streaming Network Subscribers
- Retail Shoppers: Purchase Based > Seasonal > Discount Holiday Shoppers
- Television (TV) > Brand Owners > Multi Brand TV Owners
Financial Audiences
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return – Self prepare user
- Lifestyle and Interests (Affinity) > Financial Behavior > Online Tax Software user
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return –Professional Service Prepare user
- Financial Personalities > Investments Financial Personality > Savvy Sounding-Board Seeking Investor, Average Investable Assets
- Financial Personalities > Investments Financial Personality > Price Sensitive, Self-Directed Investor, Very High Investable Assets
Occupation
- Consumer Behaviors > Occupation: Small Business Owners
- Lifestyle and Interests (Affinity) > Occupation > Military – Inactive
- Demographics > Occupation > Professional: Legal/Education and Health Practitioners
- Demographics > Occupation > Technical: Computers/Math and Architect/Engineering
Consumer Lifestyles
- Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Weekend Getaways
- Retail Shoppers: Purchase Based > Apparel > Women’s Apparel (Clothing): Women’s Sleepwear and Lingerie: High Spenders
- Financial Behavior > Smart Investors
- Retail Shoppers: Purchase Based > Technology/Telecom > Computers/Software Frequent Spenders
Life Events
- Retail Shoppers: Purchase Based > Shopping Behavior > New Movers: High Spenders
- Life Events > New Parents > Child Age 0-36 Months
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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 Brian Chisholm, SVP of Strategic Partnerships at OpenX. About OpenX OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first AdTech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com. Collaboration solves programmatic challenges Could you share the story behind the partnership between OpenX and Experian and how this collaboration differs from typical data-provider/DSP or SSP relationships in the market? What unique challenges in programmatic advertising does this partnership solve? OpenX first partnered with Experian in 2019 when we were building the industry’s first data-driven supply-side curation platform. Being the only SSP with a proprietary people-based identity graph (further enriched by Experian) gives OpenX a unique set of capabilities that are only growing in value in the market. We are seeing retail media networks, large agency planning platforms, and indie and specialty shops lean into OpenX’s tools to match, activate, and measure people-based audiences through our robust curation platform and premium supply. Enhancing campaigns with data enrichment How does combining Experian\’s marketing data with OpenX\’s technology create tangible benefits for advertisers, agencies, and publishers? Last year, we expanded our partnership with Experian to enrich our digital IDs with Experian’s Digital Audiences, essentially making Experian data available directly to marketers across all OpenX supply and formats, including CTV. For marketers, this direct integration increases both match and activation rates. Meaning, not only do we match more of the starting audience universe to our system, we then provide more opportunities to identify and transact on those users in the bidstream. The result is greater reach for buyers even in previously unaddressable environments like Safari or mobile web – and publishers benefit from the increased addressability OpenX provides their supply. Delivering impactful inventory solutions OpenX has been enhancing its curation offerings beyond just providing curated marketplaces. Could you describe the strategic shift you’re making in how you package and deliver inventory? At OpenX, we have a broader and more dynamic view of curation. It’s not just about gathering data or bundling inventory; it’s about layering on identity-based precision, enabling the targeting of the right audiences with premium, brand-safe inventory for our clients. We saw the value of curating inventory and audiences on the supply side early on. We started by building capabilities for our own exchange and then found that our approach created tremendous value for data owners and marketers alike. Over the past five years, we’ve been continuously investing our curation platform capabilities to super serve those partners. As a result, we have what we think is by far the most robust and flexible platform in the market. We can match and integrate with any kind of data, curate supply at a granular level, activate audiences and help measure outcomes in multiple ways. We also provide turnkey integrations to third-party platforms. Balancing customization with scalability in deals There\’s often tension between customization and scalability when it comes to curated deals. How does OpenX strike the right balance to meet varied advertiser objectives while ensuring operational efficiency for publishers? Truthfully, we’re not finding that scale suffers with curation. We currently have 237 million monthly active users in our exchange that we can match and activate curated deals against. That’s a unique claim for an SSP, and we back it up with our identity graph. This directly benefits our publishers who see a 20% increase in overall bid density and a 118%+ increase in win rate for curated deals vs. open market. Data-driven curation done on the supply side offers efficiency and drives results for buyers, while publishers are able to activate their own first-party data programmatically, increase their monetization, and maximize the value of their inventory. As the industry continues to adapt to a privacy-first, consent-based ecosystem, data-driven curation will play a key part in ensuring both sides of the marketplace continue to thrive. Driving results with CTV curation Connected TV is arguably the most dynamic channel in programmatic right now. How do curation improvements accelerate more precise or outcome-based targeting in CTV environments? I want to take this a step further and say that biddable is the future of CTV. Not only does biddable enable advertisers to purchase closer to campaign activation, it gives buyers the option to curate deals, flexibility, addressability and ease of transacting at will. No minimums, no commitments. Our CTV strategy has been centered around combining flexibility, efficiency, and real-time optimization capabilities with access to premium, direct, glass-on-wall inventory. TV by OpenX, powers the direct activation of curated audiences at scale through data-driven, contextual, attention, and sustainability offerings. What does this mean for buyers? Advertisers can choose from any one of OpenX’s 250+ data partners, including Experian, to target an audience via CTV inventory using OpenX’s cross-platform identity graph. This setup allows buyers to increase scale and optimize toward their desired campaign outcomes via their preferred DSP. The focus on inventory quality and scale combined with advanced targeting curation provides a key driver of performance in CTV. Identity resolution for better CTV measurement In a channel as fragmented as CTV, measuring performance can be complex. What role does identity resolution play in better measurement and attribution? How do Experian\’s identity capabilities integrate within your platform to drive measurable outcomes? We talked about the value of audience targeting via curation above. Another critical driver is our ability to power true closed-loop measurement for advertisers or partners like retail media networks. OpenX is able to provide automated log-level reporting via BIDS, which includes exposed IDs from our proprietary ID graph back to our partners in near real time. This closed-loop attribution enables partners to measure real-world outcomes like ROAS, conversion rates and incrementality. Insights and learnings from data can then be used to make optimizations mid-campaign, to further improve performance. Measurement starts with having a strong foundation to identity resolution – which Experian helps us achieve. Tailoring audience strategies in the auto sector The automotive vertical demands highly specific audience insights—everything from in-market signals to lifestyle and aftermarket service and parts data. How does the Experian–OpenX partnership enhance audience strategies in auto? Experian’s deterministic data, combined with the OpenX identity graph, empowers buyers with identity tools to create targeted audience segments of likely auto intenders. For verticals that have high customer acquisition costs like auto, these insights are particularly valuable, as buyers often struggle to identify their audiences at scale in environments that drive campaign performance. Experian’s automotive data is one of our most requested audiences from buyers. We match Experian’s high-quality data directly to our platform, often leveraging Experian’s IDs, which leads to greater scale and fidelity. In addition, our platform can curate supply to a granular level to drive results for buyers. Complying with evolving privacy regulations With data privacy regulations multiplying—like GDPR, CCPA, and others—how does OpenX’s direct connection with Experian ensure responsible data usage and compliance? At OpenX, we don’t see privacy regulations as a challenge but rather an opportunity. Instead, it’s a key differentiator for us. We’ve had a strong focus on data and identity since 2017, and we believe that if you’re talking about these topics but not talking about privacy, you’re missing an important piece of the equation. Regardless of the environment — CTV, mobile, app, or web — in today’s privacy-focused world, success in data and identity is inseparable from a commitment to privacy. We support this obligation with dedicated leadership that helps our partners navigate evolving global regulations, including critical areas like child-directed content under new laws from Australia to Maryland. Thanks for the interview. Any recommendations for our readers if they want to learn more? To learn more about our solutions and partnership opportunities, visit the OpenX website or contact your Experian account representative to schedule your free match test. Contact us About our expert Brian Chisholm, Senior Vice President of Strategic Partnerships, OpenX Brian Chisholm is the Senior Vice President of Strategic Partnerships at OpenX, where he spearheads the curation, data, and identity efforts. He and his team have been instrumental in building out OpenX’s industry-leading curation platform and partnerships. With more than two decades of experience in digital media, Brian has developed partnerships that leverage and expand OpenX’s core technology assets and deliver material value for the company’s buyer, publisher, and platform partners. Before joining OpenX, Brian held senior roles at innovative startups and digital stalwarts, including Overture/Yahoo, SpotRunner, and Apptera. Latest posts

Media is changing and the sell-side is stepping boldly into the identity jungle—a dense and complex environment where privacy regulations, evolving signals, and advertiser expectations make every step an adventure. It’s not about survival; it’s about navigation. Experian’s identity solutions offer sell-side players like connected TV (CTV) publishers, supply-side platforms (SSPs), and open web publishers a roadmap to deliver rich consumer insights and build addressable audiences. Here’s how different stakeholders are navigating the landscape—and why having the right sherpa makes all the difference. CTV publishers: Turning anonymous viewers into addressable audiences The surge in CTV viewing, fueled by the shift from linear TV to digital streaming, has made it a critical channel for marketers—but navigating the identity jungle isn’t the same for every platform. For major players like Netflix, Hulu, and Max, where users log in to access content, the challenge isn’t identifying viewers but enriching their profiles. By layering behavioral and purchase data onto these profiles, platforms can go far beyond insights on media habits to create highly attractive audience segments for marketers to target. For free ad-supported streaming TV (FAST) platforms like Tubi, where logins aren’t required to watch content, the jungle is denser. These platforms have unknown viewers they can’t identify, which limits their ability to know who the customer is and reach them with relevant ads. By utilizing identity solutions, FAST platforms can turn unknown users into addressable audiences, resolving viewership at the household or individual level. This transformation allows for personalized, relevant ads that increase engagement, boost inventory value, and unlock new revenue opportunities. How Experian can help Imagine a CTV platform struggling with anonymous viewers on its FAST channels, where users tune in without logging in. Using Experian’s household-level data, the platform can convert these anonymous sessions into known, addressable audiences. This allows for personalized, precisely targeted ads that boost viewer engagement and significantly increase ad inventory value. For platforms with logged-in users, Experian takes it further by enriching profiles with behavioral and purchase data. This deeper understanding enables even more precise ad targeting, stronger advertiser demand, driving higher CPMs, and ultimately greater revenue growth. With Experian, CTV publishers turn anonymity into opportunity and build meaningful connections across their audience. SSPs: Delivering premium audiences across channels SSPs are under pressure to differentiate themselves in a competitive marketplace. The days of simply aggregating inventory are gone; today, SSPs must prove their worth by delivering premium value to advertisers and publishers. Addressability is a cornerstone of this strategy. By combining demographic and behavioral data with offline and digital identifiers, SSPs can build and deliver high-quality audiences across various channels. At the same time, supply path optimization (SPO) is taking center stage. SPO acts as a machete in the underbrush, clearing out unnecessary intermediaries and reducing costs while creating direct, transparent pathways to premium, brand-safe inventory. When paired with identity data, SSPs can offer buyers precisely targeted audiences, more premium inventory and a streamlined supply path. How Experian can help Imagine an SSP striving to stand out in a crowded market by delivering premium value to advertisers and publishers. Experian’s Digital Graph and Marketing Attributes empowers SSPs to enhance addressability and audience insights by combining digital identifiers with demographic and behavioral data. This enriched understanding of an audience leads to greater reach for the buy side and higher revenue for publishers. Additionally, these capabilities enable SSPs to form exclusive inventory partnerships, positioning them as go-to sources for high-value audiences. With Experian’s solutions, SSPs can differentiate themselves by delivering superior targeting, deeper audience understanding, and streamlined supply paths that drive measurable results for advertisers and publishers alike. Open web publishers: Promoting addressability and audience understanding For open web publishers, programmatic advertising has created opportunities—and challenges. Inventory commoditization makes it difficult to stand out and often leads to suppressed CPMs. To compete, publishers need data and identity solutions that enable them to differentiate their inventory and reveal the true value of their audience. Similar to FAST publishers, the jungle for open web publishers often starts with anonymous visitors. Recognizing and identifying all their users allows publishers to present advertisers with rich audience insights that lead to more efficiently targeted ads. Publishers are now equipped to fight commoditization and maximize revenue potential. How Experian can help Imagine an open web publisher striving to deliver more value to advertisers in a crowded programmatic landscape. Experian’s identity solutions help publishers turn anonymous traffic into addressable audiences, enabling them to understand their visitors and provide richer audience insights. This allows advertisers to target ads more effectively, increasing engagement and driving higher ad revenue. With the ability to recognize their visitors and offer actionable data, publishers can break free from commoditization. Experian empowers publishers to maximize their inventory’s value and help marketers drive results. Turning identity challenges into a strategic advantage The identity jungle can feel daunting, but for those willing to explore its opportunities, the rewards are immense. Sell-side players—CTV publishers, SSPs, and open web publishers—have the tools to not just navigate but thrive in this dense and dynamic ecosystem. By embracing data-driven strategies and identity solutions, they can uncover new paths to audience engagement, inventory value, and revenue growth. Get started today Read our companion article to learn how the buy-side is approaching data and identity challenges. Read now Latest posts

In a perfect world, we’d all have a single, go-to grocery store that carried everything on our shopping list – fresh produce, gourmet coffee beans, rare spices, and maybe even that special-grade olive oil, right alongside our wholesale bulk purchases at unbeatable prices. It would be convenient and efficient, and it’d save a lot of driving around town. The changing data marketplace: From one-stop shop to specialized selection For a long time, data buyers enjoyed something similar in their world: a small set of large-scale data marketplaces that offered a wide array of audiences, making it easy to load up on whatever you needed in one place. Not only are there fewer places to pick everything up, but new factors like privacy and signal deprecation are placing a spotlight on quality and addressability. Just as our dinner plans are growing more ambitious insofar as we want health, flavor, value, and convenience all in one place – so are our data strategies. Instead of a single steak-and-potatoes meal, today’s data marketplace operators might be cooking up a complex menu of campaigns. As a result, data buyers are beginning to shop around. Some still rely on large-scale marketplaces for familiar staples, but now they have reasons to explore other options. Some are turning to providers known for offering top-tier, transparently sourced segments. Others are focusing on specialty providers that excel in one area. A more selective approach to data buying In this environment, choosing where to “shop” for data is becoming more deliberate and selective. Data buyers aren’t just thinking about broad scale; they’re looking to prioritize quality, durability, data privacy, and differentiation. They need to place higher value on data marketplaces that can maintain audience addressability over time, despite signal loss. Sometimes, that means accepting a smaller assortment in exchange for tighter vetting and more reliable targeting. Other times it means mixing and matching – stopping by one marketplace for premium segments and another for cost-friendly, wide-reaching data sets. Either way, they can benefit from having more choices. Experian’s marketplace: A trusted source for high-quality data Experian’s vetted and curated blend of data partners and vertically-aligned audiences offers a trusted specialty store for data buyers. Experian’s marketplace, powered by identity graphs that include 126 million households, 250 million individuals, and 4 billion active digital IDs, enables partner audiences to be easily activated and maintain high addressability across display, mobile, and connected TV (CTV) channels. In particular, Experian’s marketplace provides: Enhanced addressability and match rates All audiences delivered from the marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning. Audience diversity and scale Access a broad range of audiences across top verticals from our partner audiences, which can be combined with one another and with 2,400+ Experian Audiences. The ability to join audiences across data providers ensures that buyers can build the perfect audience for the campaign. Trusted compliance and oversight With decades of experience, Experian is a trusted expert in data compliance. Our rigorous data partner review ensures available audiences comply with all federal, state, and local consumer privacy regulations. The future of data marketplaces: Precision and flexibility matter The evolution of data marketplaces reflects the industry\’s shifting priorities. Data buyers seek specificity, reliability, and adaptability to align with their diverse campaign needs. The best data strategy, much like the best grocery run, isn’t about grabbing everything in one place – it’s about carefully selecting the right ingredients to create the perfect recipe for success. This shift underscores the importance of flexibility and precision as data buyers navigate a landscape shaped by privacy regulations, signal loss, and evolving consumer expectations. As data marketplaces adapt to meet these demands, they are redefining what it means to deliver value. Experian’s marketplace enables buyers to strike the perfect balance between reach and quality by offering enhanced match rates, precise audience planning, and seamless distribution. In this new era, data buyers have the tools and options to craft campaigns that are impactful and aligned with the increasingly selective and privacy-conscious digital landscape. The key is recognizing that today’s data strategy is about utilizing the strengths of many to create a cohesive and effective whole. If you\’re interested in learning more about Experian\’s marketplace or becoming an active buyer or seller in our marketplace, please contact us. Contact us Latest posts