Affinity Answers Joins Experian’sData Marketplace
Experian's Data Marketplace
We’re pleased to share that Affinity Answers audiences are now available on the Experian , a platform that connects TV operators, and programmers with a wide range of specialized third-party audiences. Affinity Answers is the first social data provider to integrate with Experian’s data marketplace. By adding Affinity Answers to this marketplace, retail, CPG, and higher-education advertisers can more easily find viewers who have shown genuine interest in specific brands or content—leading to more relevant campaigns.
What Is Affinity Verified Data?
Affinity Answers uses social engagement signals, such as likes, positive comments, shares, and hashtags, to identify real engagement between people and the topics brands care about. Observing and verifying these interactions allows us to build audiences made up of people who are actively interested in select topics. This focus on real behavior helps campaigns achieve higher impact and engagement, especially in the fast-growing CTV and data-driven linear TV environments.
Key Benefits of Activating Affinity Audiences on CTV and Data-Driven Linear
- Balanced Deterministic and Probabilistic Signals
We combine real social engagement (e.g., from Facebook, Reddit, Instagram, TikTok) with IP-based identifiers to validate the user interests found via browsing, e-commerce, and search. This ensures advertisers can reach accurate, high-scale audiences across web, mobile, and TV/CTV.
- Relevant Ads Driven by Real Behavior
Observing genuine social interactions helps advertisers predict audience interests, enabling personalized messages on connected TV and linear platforms that truly resonate and drive higher engagement.
- Privacy-First Targeting
Affinity audiences relies on consented social data to keep privacy at the forefront, helping advertisers target responsibly.
Suggested Affinity Answers Use Cases
Experian’s data marketplace simplifies audience creation and activation across channels—including CTV, digital, and linear TV. By combining Affinity Verified Data with Experian’s best-in-class identity graphs and premium syndicated audiences, advertisers can deliver more cohesive, personalized campaigns at scale.
Outdoor Grilling:
Grilling Influencers
EXAMPLE – A grill manufacturer can identify consumers who often engage with top grilling influencers such as Brandyn Baker or Katherine Salom. By serving ads that highlight the latest grill models or limited-time recipe kits, they can capture this audience’s attention right when barbecue season heats up, driving higher conversion for outdoor cooking products.
Fashion & Beauty:
Beauty Influencers and Associated Hashtags
EXAMPLE – A clean-beauty brand can serve ads to users frequently interacting with leading influencers (e.g., Jackie Aina, Aimee Song) or engaging with hashtags like #Sustainability and #SkincareTips. By showcasing eco-friendly ingredients, product reviews, or influencer-led tutorials, they can resonate with these beauty enthusiasts actively looking for their next go-to product.
Travel:
Travel Influencers
EXAMPLE – A tourism board can zero in on people who follow adventure-travel influencers like Murad Osmann or Jimmy Chin. By presenting exclusive travel packages, destination spotlights, or off-the-beaten-path experiences, they reach an audience eager for unique journeys, prompting bookings at the moment interest is highest.
Sports/Athletics:
Cycling Influencers
EXAMPLE – A sporting goods retailer can reach individuals actively engaging with pro cyclists or cycling influencers such as Chris Froome or Danny MacAskill. By offering promotions on the latest gear or sharing training tips and event previews, they encourage cyclists to upgrade their equipment and stay brand-loyal.
A Competitive Advantage
This collaboration between Affinity Answers and Experian supports the entire TV ecosystem—operators, programmers, and advertisers—by providing access to audiences built around genuine social engagement and interests. By utilizing these signals, advertisers can focus on viewers who are more likely to respond to their message. The result: ads that align more closely with viewer preferences and offer a more positive viewing experience.
To find out more about Affinity Verified Data and how to activate on Experian’s data marketplace contact us anytime at cs@affinityanswers.com
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Case Study:Travel
