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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Why an identity framework matters more than any single identifier The challenge facing marketers today isn’t a single identifier on a deprecation timeline. It’s the increasing fragmentation of signals and identifiers across browsers, devices, apps, and platforms. This shift introduces complexity into how audiences are reached and measured, as signals behave differently in every environment, and it becomes more complex to piece together a complete view of the consumer. Each environment contributes to its own set of visibility gaps, making identity less predictable and more uneven. The result is a patchwork of inconsistent identity signals rather than a single, predictable decline. While you can’t control how platforms evolve, you can control how you respond to fragmentation. The future won’t be defined by the loss of any single identifier, but by your ability to unify, interpret, and activate the many signals that remain. Marketers who adopt a flexible, identity framework will be best positioned to create consistency in an otherwise fragmented landscape. At Experian, we believe flexibility starts with intelligence. For decades, we’ve used AI and machine learning to help marketers understand people’s behavior more clearly, respect their privacy, and deliver messages that drive business outcomes. Our technology brings identity, insight, and intelligence together, so even as the number of signals grows and becomes more varied across environments, marketers can reach the right people with relevance, respect, and simplicity. This intelligence acts as the connective tissue across fragmented ecosystems, ensuring marketers can recognize and reach audiences consistently wherever they appear. What forces are driving fragmentation in identity and signals? Changes to traditional IDs: Since Apple introduced ATT, access to IDFA has become inconsistent across apps and devices. Google’s evolving Android privacy roadmap adds another layer of variability, fragmenting mobile addressability. Safari and Firefox have long restricted third-party cookies, while Chrome continues to support them for now. This creates different signal availability across browsers, contributing to an uneven and increasingly fragmented identity landscape on the open web. Shifts in signals: IPv4 to IPv6 migration introduces mismatched identity structures that complicate continuity across environments. Platform-driven fragmentation: Closed ecosystems and uneven adoption of evolving RTB standards (like OpenRTB 2.6 updates designed to support new identifiers and consent signals) create differences in which identifiers and consent signals are shared in the bidstream. At the same time, the rise of alternative or “universal” IDs—often developed by individual platforms, publishers, or technology companies—means that multiple ID types can appear within the same auction, each with its own structure, rules, and level of support. These differences reduce interoperability across platforms and contribute to a more fragmented activation landscape. Each change creates an identity silo. Together, they form an ecosystem defined by fragmentation rather than absence. Without an identity framework, these environments operate as disconnected identity islands. A multi-ID world requires a unified identity framework Alternative IDs play an important role, but they also expand the number of signals marketers must reconcile. Without a consistent identity layer, more IDs often mean more complexity—not more clarity. Common alternative IDs in use today: UID2: The Trade Desk’s UID 2.0, an iteration of their original Unified ID 1.0, which was still reliant on third-party cookies, creates persistent IDs with user-provided email addresses and phone numbers. ID5: This independent identity provider builds an identity infrastructure that powers addressable advertising across channels. It can create an ID based on both deterministic and probabilistic data. Hadron ID: Hadron ID is a unique, interoperable identity system (including first-party, audience-based, contextual, deterministic, and probabilistic) developed by Audigent, now part of Experian, to drive revenue for publishers by making their audience data and inventory actionable for media buyers. Industry reports suggest roughly one-third to two-fifths of open-auction traffic carries alternative IDs, sometimes multiple per request. Among Experian clients, adoption of alternative IDs rose 50% year over year, with a 30% increase in IDs resolved to individuals via our Digital Graph. Identity isn’t disappearing; it’s multiplying. A modern identity framework resolves these identifiers into a single, privacy-safe consumer view.