Experian Accelerates Identity and Activation Capabilities With Acquisition of Audigent

Experian® — the global data and technology company — announced it has acquired Audigent, a leading data activation and identity platform in the advertising industry.

The acquisition further expands Experian’s deeply integrated marketing data and identity capabilities in the advertising ecosystem. With the addition of Audigent’s combined first-party publisher data and vast inventory network, Experian adds sell-side distribution to its existing demand-side capabilities and builds on its holistic identity activation technology, allowing clients to understand, expand and reach their audiences with targeted advertising.

Over the past three years, Experian and Audigent have partnered to deliver a range of industry leading innovations including the integration of Experian data into the Audigent SmartPMP and the creation of Experian Contextually-Indexed Audiences, which combines deterministic audience targeting with contextual targeting.

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Expanded audience addressability: As the market continues to shift and traditional device identifiers evolve, Experian is committed to delivering privacy-forward addressability, made more seamless through Audigent’s solutions. Innovative audiences combined with inventory, contextual signals and first-party data, empower marketers to deliver campaigns centered on consumer choices, preferences and behaviors.

Reach the right audience: Experian’s data and identity solutions act as the gold standard for audience-based marketing informing planning, activation and measurement. With the addition of Audigent, these capabilities are further amplified and offer greater ease and precision in reaching target audiences across all marketing channels.

“Experian data and identity solutions already underpin much of today’s advertising spend,” said Scott Brown, Group President, Experian Financial and Marketing Solutions. “With our acquisition of Audigent, we’re bolstering our industry recognized best-in-class data and technology, enabling a better understanding of consumers and driving better outcomes for marketers.”

“Our mission from day one has been to build innovative products and platforms that drive value and performance for both brands and media agency clients as well as publisher partners – all while championing consumer privacy,” said Drew Stein, CEO & Co-Founder of Audigent. “Experian’s industry-leading commitment to building that ‘win-win’ ecosystem has been apparent throughout our partnership and we could not be more thrilled to continue our mission with the incredible team at Experian.”

Audigent is a natural extension of Experian’s marketing data and identity solutions, expanding on the acquisition of Tapad in 2020. The combined capabilities enable marketers to create more relevant experiences for consumers and positions Experian to be the premier independent provider of marketing data and identity.

SOURCE: Businesswire