The stakes are high when it comes to advertising during football’s biggest games as the cost of advertising continues to rise, with the average 30-second TV ad during the 2023-24 Sunday Night Football season priced at $882K. With record viewership at the College Football Playoff and the Super Bowl drawing in 123.7 million average viewers, the largest TV audience on record, it’s no surprise that brands are willing to pay those prices since football games are prime time for reaching engaged audiences. In fact, an estimated 51% of viewers search for an ad they saw during the game, underscoring the potential of second-screen engagement to amplify campaign impact. Whether you advertise on TV during these games or not, brands are exploring how they can use football season to drive a deeper connection to their audience. To do this, brands need data driven strategies.
In this blog post, we’ll reveal audience segments designed for you to craft tailored marketing strategies that resonate with football fans in the stands and on the couch. You can find the complete audience segment name in the appendix.
Make a game-winning play with Experian Audiences
With playoff season fast approaching, it’s the perfect time to go on the offensive and target football fans. Utilize Experian’s syndicated audiences to ensure your marketing messages resonate with fans when they’re the most engaged.
- Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, and programmatic advertising platforms.
- Reach consumers based on who they are, where they live, and what they do using data ranked #1 in accuracy by Truthset.
- Run omnichannel campaigns based on a reliable understanding of households, people, digital identifiers, and marketing attributes.
Four football audience categories to add to your advertising lineup
Football fans come in all shapes, sizes, and viewing habits. From dedicated supporters to casual viewers, targeting the right audience can make or break your campaign.
Here are four football audience categories you can target:
- Sports enthusiasts
- College football fans
- 21+ audiences
- TV viewers
Let’s huddle up and break down the audience segments within each category. Whether it’s tailgating, tuning in, or cheering from the stands, these insights will get your campaign into the end zone.
Sports enthusiasts
Whether they’re following their favorite teams, attending games in person, or watching professional sports events on TV, football fans are deeply engaged, making them an ideal target for advertisers looking to score big.
Here are five audiences to target:
- NFL Enthusiasts
- Football (FLA/Fair Lending Friendly)1
- Sports Enthusiasts
- NFL Stadium Visitors
- Professionals Sports Event
College football fans
College football fans bring unmatched passion and loyalty, with bowl games during the 2023 season drawing on average of 4.6 million viewers across 40 total games—a 5% increase year-over-year. From students to alumni, these fans represent an invaluable opportunity for advertisers to connect with a deeply invested audience.
Here are four audiences to target to connect with passionate college football fans:
- College Football Stadium Visitors
- College Football Bowls
- College Students
- College Sports Venues
21+ audiences
With 84% of U.S adults reporting that they drink alcohol while watching football on TV, targeting 21+ audiences during game season is a winning play. Whether they’re cracking open a cold one at a tailgate, hosting a game-day party, or relaxing on the couch, these audiences represent a key audience for brands looking to tap into football culture.
Here are four audiences that you can target this post season:
- Imported Light Beer Enthusiasts
- Domestic/Imported Beer
- High-end Spirit Drinkers
- Discretionary spend: Alcohol and wine $331 – $726
These audiences can help you serve up campaigns that pour directly into the heart of football fandom.
TV viewers
Football games attract some of the most engaged and diverse TV audiences, with 85% of sports fans preferring to watch live sports on TV rather than in-person. Notably, for the first time, viewers aged 18 to 49 spent the majority of their sports viewing time (54%) via streaming. This shift highlights the immense opportunity for advertisers to connect with highly attentive viewers tuned into every play.
Here are seven audiences that you can use to create a game-winning strategy to reach engaged TV watching football fans:
- Cable Satellite or Streaming Network Subscribers
- Streaming Video: High Spenders
- Cord Cutters
- Cable and Streaming TV Service Subscribers
- Paid TV High Spenders
- Screen Size – Large
- Co-Watchers
Whether they’re catching the action on a large TV screen or streaming from their phone, these audiences will help you craft campaigns that deliver results with highly engaged viewers.
Score big with Experian this postseason
As some of football’s biggest games approach, it’s time to huddle up and connect with consumers who live for the thrill of the game.Whether they’re tuning in to cheer for their favorite teams, tailgating with friends, or enjoying the game-day experience from home, Experian Marketing Data provides the playbook to score big with targeting, enrichment, and activation. With Experian’s data-driven insights, you can turn every opportunity into a game-winning play!
You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide.
Explore our other seasonal audiences that you can activate today.
1 “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws.
Appendix
Sports enthusiasts
- Lifestyle and Interests (Affinity) > Activities and Entertainment > NFL Enthusiasts
- Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast
- Mobile Location Models > Visits > NFL Stadium Visitors
- Lifestyle and Interests (Affinity) > Sports > Football (FLA / Fair Lending Friendly)2 Travel Intent > Activities > Professional Sports Event
College sports fans
- Mobile Location Models > Visits > University Stadium College Football Visitor
- Lifestyle and Interests (Affinity) > Sports > College Football Bowls
- Mobile Location Models > Visits > College Students
- Mobile Location Models > Visits > College Sport Venues
21+ audiences
- Lifestyle and Interests (Affinity) > Activities and Entertainment > Imported Light Beer Enthusiasts
- Lifestyle and Interests (Affinity) > In-Market > Domestic/Imported Beer
- Lifestyle and Interests (Affinity) > Retail > High-end Spirit Drinkers
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine: $331-$726
TV viewers
- Television (TV) > Household/Family Viewing > Cable Satellite or Streaming Network Subscribers
- Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders
- Television (TV) > Household/Family Viewing > Cord Cutters
- Television (TV) > Household/Family Viewing > Cable and Streaming Service Subscribers
- Television (TV) > TV Enthusiasts > Paid TV High Spenders
- Television (TV) > Viewing Device Type > Screen Size – Large
- Television (TV) > Household/Family Viewing > Co-Watchers
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis. Pellentesque cursus metus et orci iaculis, non laoreet nisi aliquam. Proin porta velit risus, ac ultricies lectus tincidunt at. Pellentesque scelerisque ullamcorper euismod. Phasellus eget velit malesuada, faucibus enim a, ultrices ante. Morbi ut diam non metus interdum placerat gravida quis arcu. Integer ultricies molestie nulla sed convallis. Curabitur mi dui, aliquam vel nibh rutrum, convallis tempor lacus. Cras porttitor laoreet varius. Ut tincidunt massa congue mauris lobortis euismod. Pellentesque a odio ut est consequat tristique ut in mi. Nullam sed ultricies justo, eu varius eros. Nunc ipsum nulla, vehicula at sagittis a, ornare ut nisi. Aenean imperdiet felis at aliquet porta. Nunc sed leo ut justo efficitur aliquet. Sed et urna vel urna maximus laoreet. In facilisis porttitor nisi in sagittis. Fusce magna sapien, molestie ac maximus eu, tincidunt sit amet massa. Praesent non mauris metus. Aliquam dapibus sit amet tortor at scelerisque. Ut vel dolor at nisi rhoncus finibus auctor non velit. Integer pellentesque venenatis diam, nec eleifend ipsum pellentesque quis. Vivamus vitae mi nisl. Curabitur lectus orci, ornare et ipsum venenatis, sagittis blandit mauris. FAQs Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis.
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 Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
Kevin Dunn shares his thoughts after 30 days as Experian’s new Chief Revenue Officer.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis. Pellentesque cursus metus et orci iaculis, non laoreet nisi aliquam. Proin porta velit risus, ac ultricies lectus tincidunt at. Pellentesque scelerisque ullamcorper euismod. Phasellus eget velit malesuada, faucibus enim a, ultrices ante. Morbi ut diam non metus interdum placerat gravida quis arcu. Integer ultricies molestie nulla sed convallis. Curabitur mi dui, aliquam vel nibh rutrum, convallis tempor lacus. Cras porttitor laoreet varius. Ut tincidunt massa congue mauris lobortis euismod. Pellentesque a odio ut est consequat tristique ut in mi. Nullam sed ultricies justo, eu varius eros. Nunc ipsum nulla, vehicula at sagittis a, ornare ut nisi. Aenean imperdiet felis at aliquet porta. Nunc sed leo ut justo efficitur aliquet. Sed et urna vel urna maximus laoreet. In facilisis porttitor nisi in sagittis. Fusce magna sapien, molestie ac maximus eu, tincidunt sit amet massa. Praesent non mauris metus. Aliquam dapibus sit amet tortor at scelerisque. Ut vel dolor at nisi rhoncus finibus auctor non velit. Integer pellentesque venenatis diam, nec eleifend ipsum pellentesque quis. Vivamus vitae mi nisl. Curabitur lectus orci, ornare et ipsum venenatis, sagittis blandit mauris. FAQs Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam vitae nibh eu massa cursus eleifend quis in quam. Nunc mollis aliquam eros sed laoreet. Suspendisse et elit ut metus elementum aliquet ut sit amet metus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; Pellentesque fringilla, nibh eget convallis scelerisque, nisl nisl vestibulum ipsum, sit amet placerat neque nunc eget nisi. Cras cursus, sapien non interdum mollis, nibh augue efficitur eros, eget congue tellus nulla id lectus. Nullam vestibulum vitae erat sit amet mollis. Sed gravida tortor nec nibh blandit ultrices. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Nam justo lectus, tempus a velit at, tempus malesuada est. Aenean dictum tellus id lorem venenatis, quis sodales nisl tempus. In quis libero id est rhoncus dictum. Praesent ipsum dui, mattis vel augue ut, lacinia ultricies ex. Suspendisse sit amet gravida purus. Vivamus tempus tellus augue, ac placerat arcu efficitur non. Nam auctor at nulla sed porta. Vivamus lobortis eu nunc a efficitur. Vestibulum condimentum ante nec nisi imperdiet vulputate. Duis varius metus ac est fermentum congue. Aenean tincidunt ut erat non pharetra. Nulla elit orci, semper sed porttitor ac, convallis vitae velit. Praesent egestas blandit ullamcorper. Praesent a porta lectus. Aliquam et pellentesque lectus. Integer placerat mauris risus, ut semper dui commodo at. Vivamus efficitur pharetra ligula id rhoncus. Pellentesque gravida purus vitae viverra luctus. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia curae; In vitae augue nec odio fermentum ultrices a sed libero. Nulla ullamcorper nulla id sagittis convallis.
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 Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
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