Contextual ad targeting paves the way for new opportunities
Advertisers and marketers are always looking for ways to remain competitive in the current digital landscape. The challenge of signal loss continues to prompt marketers to rethink their current and future strategies. With many major browsers phasing out support for third-party cookies due to privacy and data security concerns, marketers will need to find new ways to identify and reach their target audience. Contextual ad targeting offers an innovative solution; a way to combine contextual signals with machine learning to engage with your consumers more deeply through highly targeted accuracy. Contextual advertising can help you reach your desired audiences amidst signal loss – but what exactly is contextual advertising, and how can it help optimize digital ad success?
In a Q&A with our experts, Jason Andersen, Senior Director of Strategic Initiatives and Partner Solutions with Experian, and Alex Johnston, Principal Product Manager with Yieldmo, they explore:
- The challenges causing marketers to rethink their current strategies
- How contextual advertising addresses signal loss
- Why addressability is more important than ever
- Why good creative is still integral in digital marketing
- Tips for digital ad success
By understanding what contextual advertising can offer, you’ll be on the path toward creating powerful, effective campaigns that will engage your target audiences.
Check out Jason and Alex’s full conversation from our webinar, “Making the Most of Your Digital Ad Budget With Contextual Advertising and Audience Insights” by reading below. Or watch the full webinar recording now!
Macro impacts affecting marketers
How important is it for digital marketers to stay informed about the changes coming to third-party cookies, and what challenges do you see signal loss creating?
Jason: Marketers must stay informed to succeed as the digital marketing landscape continuously evolves. Third-party cookies have already been eliminated from Firefox, Safari, and other browsers, while Chrome has held out. It’s just a matter of time before Chrome eliminates them too. Being proactive now by predicting potential impacts will be essential for maintaining growth when the third-party cookie finally disappears.
Alex: Jason, I think you nailed it. Third-party cookie loss is already a reality. As regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) take effect, more than 50% of exchange traffic lacks associated identifiers. This means that marketers have to think differently about how they reach their audiences in an environment with fewer data points available for targeting purposes. It’s no longer something to consider at some point down the line – it’s here now!
Also, as third-party cookies become more limited, reaching users online is becoming increasingly complex and competitive. Without access to as much data, the CPMs (cost per thousand impressions) that advertisers must pay are skyrocketing because everyone is trying to bid on those same valuable consumers. It’s essential for businesses desiring success in digital advertising now more than ever before.
Contextual ad targeting: A solution for signal loss
How does contextual ad targeting help digital marketers find new ways to reach and engage with consumers? What can you share about some new strategies that have modernized marketing, such as machine learning and Artificial Intelligence (AI)?
Jason: We’re taking contextual marketing to the next level with advanced machine learning. We are unlocking new insights from data beyond what a single page can tell us about users. As third-party cookies go away, alternative identifiers are coming to market, like RampID and UID2. These are going to be particularly important for marketers to be able to utilize.
As cookie syncing becomes outdated, marketers will have to look for alternative methods to reach their target audiences. It’s essential to look beyond cookie-reliant solutions and use other options available regarding advertising.
Alex: I think, as Jason alluded to, there’s a renaissance in contextual advertising over the last couple of years. If I were to break this down, there are three core drivers:
- The loss of identity signals. It’s forcing us to change, and we must look elsewhere and figure out how to reach our audiences differently.
- There have been considerable advances in our ability to store and operate across a set of contextual signals far more extensive than anything we’ve ever worked with in the past and in far more granular ways. That’s a huge deal because when it comes to machine learning, the power and the impact of those machine learning models are entirely based on how extensive and granular the data set is that you can collect. Machine learning can pull together critical contextual signals and figure out which constellations, or which combinations of those signals, are most predictive and valuable to a given advertiser.
- We can tailor machine learning models to individual advertisers using all those signals and find patterns across those in ways that were previously impractical or unfeasible. The transformation is occurring because of our ability to capture much more granular data, operate across it, and then build models that work for advertisers.
Addressability: Connect your campaigns to consumers
How does advanced contextual targeting help marketers reach non-addressable audiences?
Jason: Advanced contextual targeting allows us to take a set of known data (identity) and draw inferences from it with all the other signals we see across the bitstream. It’s taking that small seed set of either, customers that transacted with you before that you have an identity for, or customers that match whom you’re looking for. We can use that as a seed set to train these new contextual models. We can now look at making the unknown known or the unaddressable addressable. So, it’s not addressable in an identity sense, it is addressable in a contextual or an advanced contextual sense that’s made available to us, and we can derive great insight from it.
One of the terms I like to use is contextual indexing. This is where we take a set of users we know something about. So, I may know the identity of a particular group of households, and I can look at how those households index against any of the rich data sets available to us in any data marketplace, for example, the data Yieldmo has. We can look at how that data indexes to those known users to find patterns in that data and then extrapolate from that. Now we can go out and find users surfing on any of the other sites that traditionally don’t have that identifier for that user or don’t at that moment in time and start to be able to advertise to them based on the contextually indexed data.
Historically, we’ve done some contextual ad targeting based on geo-contextual, and this is when people wanted to do one to one marketing, and geo-contextual outperformed the one to one. But marketers weren’t ready for alternatives to one to one yet. We want marketers to start testing these solutions. Advertisers must start trying them, learning how they work, and learn how to optimize them because they are based on a feedback loop, and they’re only going to get better with feedback.
Alex: Jason, you described that perfectly. I think the exciting opportunity for many people in the industry is figuring out how to reach your known audience in a non-addressable space, that is based on environmental and non-identity based signals, that helps your campaign perform. Your known audience are people that are already converting – those who like your products and services and are engaged with your ads. Machine learning advancements allow you to take your small sample audience and uncover those patterns in the non-addressable space.
It’s also worth noting that in this world in which we are using seed audiences, or you are using your performing audiences to build non-addressable counterpart targeting campaigns, having high-quality, privacy-resilient data sets becomes incredibly important. In many cases, companies like Experian, who have high quality, deep rich training data, are well positioned to support advertisers in building those extension audiences. As we see the industry evolve, we’re going to see some significant changes in terms of the types of, and ways in which, companies offer data, and make that available to advertisers for training their models or supporting validation and measurement of those models.
Jason: Addressable users, the new identity-based users, are critical to marketers’ performance initiatives. They’re essential to training the models we’re building with contextual advertising. Together, addressable users and contextual advertising are a powerful combination. It’s not just one in isolation. It’s not just using advanced contextual, and it’s not just using the new identifiers. It’s using a combination to meet your performance needs.
It’s imperative to start thinking about how you can begin building your seed audiences. What can you start learning from, and how do you put contextual into play today? You are looking to build off a known set and build a more advanced model. These can be specialized models based on your data. You can hone in and create a customized model for your customer type, their profile, and how they transact. It’s a greenfield opportunity, and we’re super excited about the future of advanced contextual targeting.
Turn great creative into measurable data points
Why does good creative still play an integral part in digital advertising success?
Jason: Good creative has always been meaningful. It’s vital in getting people to click on your ad and transact. But it’s becoming increasingly important in this new world that we’re talking about, this advanced contextual world. The more signal that we can get coming into these models, the better. Good creative in the proper ad format that you can test and learn from is paramount. It comes back to that feedback loop. We can use that as another signal in this equation to develop and refine the right set of audiences for your targeting needs.
Alex: If you imagine within the broader context of identity and signal loss, creative and ad format becomes incredibly powerful signals in understanding how different audiences interact with and engage with different creative. In the case of the formats that serve on the Yieldmo exchange, we’re collecting data every 200 milliseconds around how individual users are engaging with those ads. Interaction data like the user scrolling back or the number of pixel seconds they stay on the screen, fills this critical gap between video completes and clicks. Clicks are sparse and down the funnel, and views and completes are up the funnel. All those attention and creative engagement type metrics occupy the sweet spot where they’re super prevalent, and you can collect them and understand how different audiences engage with your ads. That data lets you build powerful models because they predict all kinds of other downstream actions.
Throughout my career, I learned that designing or tailoring your creative to different audience groups is one of the best ways to improve performance. We ran many lift studies with analysis to understand how you can tailor creative customized for individual audiences. That capability and the ability to do that on an identity basis is starting to deteriorate. The ability to do that using a sample of data or using a smaller set of users, either where you’re inferring characteristics or you’re looking at the identity that does exist in a smaller group, becomes powerful for being able to customize your creative to tell the right story to the right audience. When you layer together all the interaction data collected at the creative level on top of all the contextual and environmental signals, you can build powerful models. Whether those are driving proxy metrics, or downstream outcomes, puts us in a powerful position to respond to the broader loss of identity that we’ve relied on for so many years.
Our recommendations for marketers for 2023 and beyond
Do you have recommendations for marketers building out their yearly strategies or a campaign strategy?
Jason: Be proactive and start testing and learning these new solutions. I mentioned addressability and being in the right place at the right time. That’s easier in today’s third-party cookie world. But as traditional identity is further constricted, you will have these first-party solutions that will not be at scale, so you’re less likely to find your user at the scale you want. It would be best if you thought about how to reach that user at the right place at the right time. They may not be seen from an identity basis. They might not be at the right place at the right time when you were delivering or trying to deliver an ad. But you increase your chance of reaching them by building these advanced contextual targeting audiences using this privacy-safe seed ‘opted-in’ user set; this is a way to cast that wider net and achieve targeted scale.
Alex: Build your seed lists, test your formats with different audiences, and understand what’s resonating with whom. Take advantage of some of the pretty remarkable advances in machine learning that are allowing us, really, for the first time to fully uncork the potential and the opportunity with contextual in a way that we’ve never done before.
Jason: At the end of the day, it’s making the unaddressable addressable. So, it’s a complementary strategy; having that addressable piece will feed the models. But also, that addressable piece still needs to be identity-based, addressable still needs to be part of your overall marketing strategy, and you need to complement it with other strategies like advanced contextual targeting. The two of them together are super complimentary. They learn from each other, and it’s a cyclical loop. Now is the time to take advantage and start testing and understanding how these solutions work.
We can help you get started with contextual ad targeting
Contextual advertising can help you stay ahead of the curve, identify your target audience, and continue to drive conversions despite signal loss. We’ve partnered with Yieldmo to help make sure that your marketing campaigns are reaching the right target audiences on the platforms that are most relevant. To get started with contextual ad targeting to reach the right audience at the right time and drive conversions, contact our marketing professionals. Let’s get to work, together.
Find the right marketing mix in 2023
Check out our webinar, “Find the right marketing mix with rising consumer expectations.” Guest speaker, Nikhil Lai, Senior Analyst from Forrester Research, joins Experian experts Erin Haselkorn, and Eden Wilbur. We discuss:
- New data on the complexity and uncertainty facing marketers
- Consumer trends for 2023
- Recommendations on finding the right channel mix and the right consumers
About our experts
Jason Andersen, Senior Director, Strategic Initiatives and Partner Solutions, Experian
Jason Andersen heads Strategic Initiatives and Partner Enablement for Experian Marketing Services. He focuses on addressability and activation in digital marketing and working with partners to solve signal loss. Jason has worked in digital advertising for 15+ years, spanning roles from operations and product to strategy and partnerships.
Alex Johnston, Principal Product Manager, Yieldmo
Alex Johnston is the Principal Product Manager at Yieldmo, overseeing the Machine Learning and Optimization products. Before joining Yieldmo, Alex spent 13 years at Google, where he led the Reach & Audience Planning and Measurement products, overseeing a 10X increase in revenue. During his time, he launched numerous ad products, including YouTube’s Google Preferred offering. To learn more about Yieldmo, visit www.Yieldmo.com.
Latest posts
The holiday season is just around the corner, and retailers and marketers are gearing up for the busiest shopping period of the year. It's crucial to understand how consumer behavior is evolving and what emerging trends to expect. Experian's 2023 Holiday spending trends and insights report analyzes recent trends, consumer spending habits, and anticipates what's to come in 2023 to help you deliver a top-notch shopping experience this holiday season. In this blog post, we'll cover three key insights from our report. 1. Consumers are shopping earlier It's no secret that December has always been the go-to month for consumers when it comes to holiday spending. However, holiday shopping now starts earlier, particularly with online sales. This can be attributed to a surge in promotions and deals, enticing shoppers to open their wallets ahead of time, giving a significant boost to holiday sales. Notably, Cyber Week sales have proven to be an influential factor, accounting for 8% of total consumer holiday spending. Experian tip Reach the right shoppers with your promotions with sell-side targeting. This powerful approach gives you control over where your ads are placed while ensuring maximum visibility through direct connections with publishers. Whether on mobile, web, or CTV, this seamless ad experience will engage your audience effectively. 2. Online sales are on the rise The popularity of online holiday sales is continuously growing, surpassing in-store shopping. There has been a consistent 1% year-over-year increase in online sales, while in-store sales have seen a 1% decrease. "It’s easier for consumers to comparison shop for large ticket items online that they might find at a mass retailer or office supply store. Consumers prefer to have larger, bulkier items shipped directly to their home for minimal cost. By shopping online, consumers can save time since they don’t need to wait in checkout lines." Anna Liparoto, Sr. Account Executive, Retail & CPG Although online sales currently make up only one-third of all holiday shopping, there is immense potential for further expansion. Mass retailers and office, electronics, and games industries particularly excel in online holiday sales. While in-store purchases remain the primary choice for holiday shoppers, consumer online and offline activities intersect before the final purchase. Experian tip Take advantage of the surge in online shopping by diversifying your marketing channels. An agnostic identity graph can bring together device and media data, capturing valuable user insights. By gaining a holistic view of your target audience, you'll be able to optimize your ad spend and allocate resources effectively, ultimately boosting your return on investment. "Omnichannel targeting during the upcoming holiday season will continue to prove to be the best way to reach scale and maximize ROI across all marketing channels."Joe LigÉ, Head of Enterprise Demand Partnerships 3. 2023 holiday spending will be on par with 2022 During the holiday season in 2022, consumer spending showed an anticipated increase, although the growth rate was slightly lower compared to previous years. October saw a surge in average consumer spending, indicating a swift response to early discounts and promotions offered by retailers. As the holiday season progressed, holiday spending gradually slowed down and reached a level similar to that of the previous year. Overall, there was a modest 2% growth. Looking into the future, if economic conditions remain stable in the second half of 2023, we can expect holiday spending to align with the figures from last year. Experian tip To truly maximize impact, consider data enrichment. By diving deeper into your target audience's preferences and behaviors, you can better tailor your strategies and seamlessly integrate the enriched data across various channels. This allows you to unlock the true potential of your ad inventory, creating more meaningful connections with your audience. Download our 2024 report Get ready for the holiday shopping season with Experian's 2024 Holiday spending trends and insights report. Inside you'll find: Analysis of past trends and what they mean for 2024 Exclusive predictions for the upcoming holiday season The top audiences to activate this holiday season To access to all of our predictions for this year's holiday shopping season, download our 2024 Holiday spending trends and insights report today. Download now Latest posts
As technology reshapes our media experience, TV remains a powerful channel for content consumption. In our next Ask the Expert series, we dive into a pivotal subject – the convergence of TV, linear (conventional broadcast and cable TV), and digital marketplaces. In this Q&A segment, we’re joined by two industry experts, Dan Hickox, VP of Development & Partnerships at 605, an iSpot.tv Company, and Chris Feo, Experian’s SVP of Sales & Partnerships, who guide us through an engaging discussion on convergent TV, attribution, measurement, and safeguarding personal data in the evolving landscape of TV advertising. How convergent TV is changing the future of advertising The convergence of traditional TV and digital streaming platforms presents an innovative opportunity for advertisers to engage their target audience. With convergent TV, you can create campaigns that bridge the gap between linear and streaming, ensuring your message reaches your target audience while avoiding ad fatigue. Along with high-quality content, extensive inventory, and targeting capabilities, convergent TV offers advanced measurement and attribution tools that will empower you to optimize advertising campaigns for maximum impact. You can make better decisions regarding when and where to strategically allocate your advertising budgets with effective TV measurement and attribution. Attribution in converged TV TV attribution involves tracing consumer actions and uncovering valuable insights into their behavior. With these insights, you can gain a clear understanding of the audience exposed to your ads and their actions in response. Lean into data attribution tools to track your target audience throughout the customer buying journey. Measurement in converged TV In contrast, TV measurement enables the tracking of performance TV advertising campaigns to assess campaign effectiveness. Through converged TV measurement solutions, you can rely on a singular data source, unifying different channels, devices, and metrics for actionable insights. This analysis will give you insights into the audience reached, their location, and the resulting actions taken. TV attribution’s impact on cross-channel media Embracing an omnichannel advertising approach is vital. Evaluating advertising campaigns across various platforms and devices – including linear, TV, and digital channels – is essential for identifying the channels that drive revenue for your businesses. Converged TV and digital streaming enable you to control ad frequency across all channels, enhancing the cross-screen experience. This convergence paves the way for a more comprehensive and holistic future in advertising. Here are three ways TV attribution impacts cross-channel media. Identify the most effective channels TV attribution offers a significant advantage in determining the channels that generate the most conversions. By using this data, you can make informed choices about budget allocation to achieve maximum impact. Deliver a seamless customer experience Consumers demand consistency in their brand interactions. TV attribution can help you by guiding the optimal timing and placement of ads, resulting in a more seamless viewing experience. This synchronization can significantly enhance customer loyalty and retention. Enhance marketing effectiveness By identifying the most effective channels and refining campaign strategies, TV attribution can significantly improve the success of marketing campaigns. The outcome is a measurable increase in sales and revenue, demonstrating the impact of informed and data-driven advertising. Audience-based targeting across linear and digital ecosystems It's crucial to comprehend and connect with the appropriate audience. The emergence of linear and digital platforms has required the development of audience targeting. Across these two ecosystems, audience-based targeting aims to enhance this process by concentrating on specific audience segments rather than general demographics or programming. Benefits of audience-based targeting There are four key benefits of audience-based targeting across the TV ecosystem. Personalization at scale Digital platforms have conditioned users to expect tailored experiences. Audience-based targeting ensures ads resonate with individual preferences and behaviors, even within the vastness of linear TV. Combining data from both linear and digital sources makes it possible to segment audiences more precisely. This results in advertising content tailored to each individual, making it more relevant and personalized. Optimized ad spend Improve your return on investment by targeting specific audience segments more likely to convert, ensuring your messages reach suitable viewers. In contrast to traditional TV purchasing, where advertisement slots are bought based on a show's overall demographic, audience-based targeting focuses on the viewers' behavior and interests, regardless of the program they are watching. Unified measurement and analytics When combining traditional and digital methods of reaching target audiences, it is essential to have a consistent approach to measuring success. By doing this, you can gain insight into how well your ad campaigns perform across different platforms and the frequency with which they are being seen. By comprehensively understanding audiences within different ecosystems, you can adjust your strategies in real time, guaranteeing that your campaigns remain flexible and successful. Enhancing the viewer experience Audience-based targeting benefits viewers by reducing the number of irrelevant ads they see. As a result, viewers can have a more pleasant experience while watching content, which may discourage them from skipping ads and increase their engagement with the content. Future-proofing and safeguarding data Businesses are focusing on future-proofing for data privacy, and safeguarding individual data is becoming more significant than ever before. Now’s the time to embrace new methods that protect your data privacy while ensuring that measurement remains accurate. Experian offers privacy-safe solutions to help businesses preserve precise measurement, even with fewer cookies. "What we're working toward is future-proofing ourselves. To do that, we work with partners like Experian who are already thinking forward, and with your pixel technology, we can capture and resolve the identifiers that we know will be around for a while."Dan Hickox, VP, Solutions Consulting, Development & Partnerships, 605 How Experian and 605 work together 605 is an independent TV measurement and analytics company providing solutions for advertising, content measurement, attribution, planning, optimization, and media transactions. “We partner with great identity partners, such as Experian, that really help us act as the connecting glue across different data touch points. So what it really is, is the ability to have holistic measurement across the different channels, across the different audiences and it starts out with the ability to be able to take disparate data sources and match them together.”Dan Hickox, VP, Solutions Consulting, Development & Partnerships, 605 605 and Experian have a strong partnership that enables 605 to enhance its data through Experian’s Consumer Sync and Pixel solutions. Consumer Sync – 605 utilizes Experian’s Consumer Sync to ensure their data is privacy-compliant and deterministic across all sources. Experian identity organizes people into households, links their digital devices and IDs to them, enriches their identity with behavioral attributes, and then makes this data actionable in any environment, all while maintaining consumer privacy and data regulations. Web Pixel Attribution – 605 utilizes Experian’s pixel solutions to generate web pixel attribution reports on a client-by-client basis – for linear, TV, and cross-platform reporting. 605’s reporting capabilities allow customers to understand their marketing campaigns' true impact and precisely identify high-performing strategies. With the Experian pixel, partners like 605 can learn more about anonymous website visitors by linking associated demographics and behavior attributes, build audience segments based on the highest cart value customers, and more. The 605 and Experian partnership work hand in hand to make linear TV as actionable as digital media for you. Customers can prove the effectiveness of their marketing tactics and gain actionable insights to deliver highly impactful campaigns. Watch the full Q&A Visit our Ask the Expert content hub to watch Dan and Chris's full conversation about TV measurement, data analytics, privacy regulations, and the evolving landscape of TV advertising in the digital age. Watch now About our experts Dan Hickox, VP, Solutions Consulting, Development & Partnerships, 605 As the Vice President of the Solutions Consulting team, Dan collaborates with sellers to turn prospective opportunities into long-term client relationships. He leads new initiatives and drives partnerships that expand 605 capabilities and improve marketplace positioning. Dan brings over a decade of cross-channel media experience in advanced analytics, media optimization, data integration and statistical analysis to 605. Chris Feo, SVP, Sales & Partnerships, Experian As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats! Latest posts
Over the last few months, Experian has released new syndicated audiences to most major platforms supporting retail and travel. In this blog post, we’ll highlight some of these new audiences and how they can be used with other data from Experian to build the perfect audience to reach your customers and prospects. Household Expenditure audiences We’ve created new predictive audiences to help retailers reach consumers across 35 categories likely to spend within that category. A few categories include Apparel, DIY, Health, and more. With the launch of these new audiences, we will retire our existing Household Consumer Expenditure, Online and Retail category audiences in the November Digital Master update. Who these audiences are for Our Household Expenditure audiences use data from multiple sources, providing brands with highly accurate purchase predictions and data that scales for digital execution. Household Expenditure audiences are an excellent solution for brands with new product lines or where targeting based on historical purchases lack signal brands seek. Building data from multiple data sources helps ensure high performance and accuracy and can illuminate trends in consumer shopping patterns. These trends can be used to help predict future shopping behaviors. How to refine our Household Expenditure audiences To refine your audience, you can combine this data with Experian’s demographic and household expenditure audiences to ensure you are reaching consumers. For example, suppose you’re an apparel brand launching a new line aimed toward women over the age of 40. In that case, you can use Experian’s demographic data to reach those women and layer in our household expenditure purchase predictor segment for women's apparel to reach their new target audience. Mobile Location audiences We’ve expanded our location database to include more locations and points of interest. With this new data, we could strengthen our existing mobile location audiences to broaden the reach, improve accuracy, and increase performance. We’ve created 11 new mobile location audiences with our new dataset that supports the retail and travel verticals. These new audiences include new shopping behaviors, including high-income and high-end shoppers and travel and entertainment behaviors, including visiting sporting arenas like MLB, NBA, NFL, and university stadiums. Who these audiences are for These audiences are for brands that want to reach consumers based on their location behaviors. Often valid for retail, travel, and entertainment brands, Mobile Location audiences provide brands with highly accurate data that shows previous intent and interest in critical locations. How to refine our Mobile Location audiences To refine your audience, you can combine your Mobile Location audience with Lifestyle and Interest data. For example, if you are creating an advertising campaign for a hotel near a university stadium for the largest game in the season, you could combine university stadium visitors with sports enthusiasts and in-market for travel to find consumers most likely to be interested in your campaign and staying at the hotel. Purchase-Based Transaction audiences For use cases where predictive audiences aren’t the best fit to reach the right consumer, such as targeting consumer’s historical purchases, we’ve created new purchase-based transaction audiences that utilize opt-in consumer transaction data across 29 retail categories, including apparel, home, lifestyle, health, food and beverage, and more. Who these audiences are for These audiences are a perfect fit for brands trying to reach consumers based on previous purchases. These audiences can be broken out by their spending patterns – frequency of purchase and high spenders – and their response to advertising, including direct mail, email, inserts, and digital. How to refine our Purchase-Based Transaction audiences Combine these new audiences with Mosaic to fine-tune your audience based on their purchasing and lifestyle patterns. Suppose you are a brand with a new line of home décor products launching and will utilize influencers to endorse your product line. In that case, you can use Experian’s purchase-based transaction audiences for high spenders in home décor and layer our Mosaic audience Influenced by Influencers to find consumers who are most likely to purchase and trust an influencer. We can help you discover and activate your perfect audience Our audiences are available in most major data and execution platforms. Visit our partner page for more information. Don’t see our audiences on your platform of choice? We can help you build and activate an Experian audience on the platform of your choice. Contact us Latest posts