• McKenna Sweazey

Want to Capture Retirees' Attention With Your Campaign?

Retirees are a hot commodity! From downsizing their houses, relocating for lower cost of living, or taking up new hobbies, they are making changes and spending money. In short, they’re ripe for targeted advertising.


The average age of retirement in the US is 62, and the number of retired workers receiving Social Security benefits was 69.8 million in 2021, up from 45.1 million in 2019. That’s a lot of retirees in the middle of a massive life change.


But how much of the advertising spent on the “retired” segment was directed at accurate audiences?


The average Truthscore ™ amongst the 3rd party providers we looked at was only .71, meaning 71% of the IDs in those segments were likely to be retirees. And the range was .63 to .91, meaning there was a lot of variability between the segments chosen. If you’re running a campaign targeting retirees, you want to use the accurate records and skip the ones that aren’t.


So how do you avoid spending money on those records that aren’t in your target market? It’s simple! The easiest way to improve your targeting is to use Truthset Scored segments, available wherever you buy 3rd party segments, like LiveRamp Data Marketplace, Adobe’s AAM and TubeMogul, Lotame, The Trade Desk, Xandr, AdSquare, Salesforce/Krux, etc.

Truthset Scored segments only include the records that meet a threshold for accuracy, meaning we’ve removed the IDs least likely to be the purported attribute of the segment, in this example IDs of retirees. This leaves only the more validated IDs for advertisers to run their impressions against.

If you have any questions about how you can improve the ROI of your marketing with independently validated audience segments, contact us.



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