Experian & Peer39 Enhance Contextual Advertising with Expanded UK Audience Data
by on 9th Jun 2025 in News
Experian UK & I and Peer39 have announced an expansion to their existing partnership to help advertisers more effectively reach their customers using richer data and insights. Experian’s additional UK Demographics and Purchase Affinity audiences, as well as its Mosaic segments, are now available to customers via Peer39’s Contextual Data Marketplace® across DSPs. This enables advertisers to move beyond traditional signals and instead tap into contextual data to enhance targeting and improve campaign effectiveness.
Peer39 provides advertisers with advanced contextual data for targeting and exclusions, including brand suitability and page quality, as well as verified CTV categories. This partnership expansion will provide advertisers with richer, UK data to enhance campaign results across digital channels, including CTV.
Experian’s Purchase Affinity audiences allow advertisers to tailor their offers based on actual transactional insight, ensuring campaigns are aligned with buying intent - not just watching and browsing behaviour. Demographic audiences, including age and household income, also enable advertisers to target based on demographic attributes. Mosaic, Experian’s consumer segmentation framework, goes even further, grouping together UK individuals into distinct demographic, lifestyle and behavioural segments. This audience data is particularly valuable for advertisers who wish to leverage contextual targeting in CTV.
Ad buyers can now make use of Peer39’s advanced contextual data in combination with Experian’s UK audiences through its Contextual Data Marketplace® across all major buying platforms. This improves targeting precision, increases engagement, and drives more effective campaign outcomes.
Colin Grieves, managing director of Experian marketing services, Experian UK&I said: “As signal loss increases, contextual targeting is gaining greater significance as advertisers and marketers still need to find the best way to connect with their customers. However, relying on context alone has limitations when it comes to precise targeting. This is why combining it with scalable audience data is so valuable. This partnership expansion is generating more value for brands through the data and insights available ensuring that the right message is delivered to the right person, at the right time and in the most relevant context.”
Andrew Morsy, managing director, international, Peer39 said: “Advertisers are accelerating their adoption of privacy-safe data to better target their ad delivery. As part of this push, we’ve seen great usage of our Contextual Data Marketplace partners by buyers who are looking for more options. Expanding our partnership with Experian to add more demographic and purchase affinity data is a sure-fire win for UK advertisers.”
Experian
Brand SuitabilityContextualCTVDataTargeting
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