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 five 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 |
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.
Latest posts
Long gone are the days of preparing our taxes the old-fashioned way using pen and paper (and hopefully a calculator). Last year, just 8.7% of U.S. tax filers prepared their taxes manually, down from 16.4% of filers who prepared their taxes this way in 2006. Software (including both online and offline versions, such as Turbo Tax or H&R Block At Home) have risen to replace their graphite-powered ancestors. In 2005, 21.5% of tax filers said they used software to prepare their taxes. Specifically, 6.8% used offline software and another 14.7% used online software.
Yesterday, Facebook announced the acquisition of Instagram, a popular photo sharing network with over 30 million users, for $1 billion. Visits to the Instagram website have steadily increased over the past 24 weeks and reached 3.8 million last…
According to Epsilon Targeting’s latest Consumer Channel Preference Study of 5,000 consumers in North America, 60% of consumers report an "emotional boost" from receiving direct mail, agreeing that they enjoying checking their mailbox. This report showed that across all categories, direct mail continues to be a trusted source of information. It's always good to reach out to consumers via email, but the disadvantage to this is that the consumer has the ability to receive emails from you on their own terms, which may be infrequent or not at all. The use of direct mail has shown to be a pleasing emotional hook. Even with the ever growing digital world, consumers are still responding to your direct mail pieces. Don't let your businesses address contact data fall to the wayside – this is still just as important as ever to have. To ensure as timely delivery, make sure you're using address validation tools to make sure you're saving money and getting the most out of your direct mail campaigns.