Bauer Media, the UK’s number one publisher and digital commercial audio broadcaster, has partnered with Experian, the global data and technology company, to supercharge audience targeting for advertisers.

The partnership brings Experian’s consumer insights, including industry renowned Mosaic audience segments, into Bauer Media’s digital audio and publishing platforms, audioXi and Illuminate. This means advertisers can plan and run campaigns across Bauer’s radio, audio, and digital brands using clear, consistent audience information. Through these channels, they can engage 22.5 million weekly listeners across 120 commercial, local, national, and digital stations, as well as 15 million consumers through audioXi and across more than 50 publishing brands.

By using Experian data and insights, specifically Mosaic, Mosaic Shopper, and recently updated Mosaic Financial segments, advertisers will be able to improve campaign performance by more effectively targeting audiences based on factors such as lifestyle, shopping and financial behaviours and attitudes. These insights can be used across Bauer’s audio and publishing channels, helping brands reach the same types of people in different places and consistently deliver more relevant messages.

Charlie Brookes, director of digital, Bauer Media Audio UK, said: “As digital audio continues to grow, advertisers need trusted, straightforward ways to reach the right audiences. By bringing Experian’s Mosaic insights onto our platforms, we’re helping brands connect more accurately with listeners and readers across our network and achieve better campaign results.” 

Colin Grieves, managing director of Experian marketing services, Experian UK&I, added: "Experian Mosaic is the industry gold standard for consumer classification. Embedding Experian insight, including Mosaic, within Bauer’s audio and publishing channels enables brands to integrate audio more effectively into multi‑channel strategies, delivering more accurate targeting, stronger engagement and measurable impact built from deep audience understanding." 

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