Global data and technology company Experian announced it has acquired Audigent, a leading data activation and identity platform in the advertising industry. This deal further expands Experian’s deeply integrated marketing data and identity capabilities in the advertising ecosystem.
Through 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, enabling clients to understand, expand, and reach their audiences with targeted advertising.
In 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 combine deterministic audience targeting with contextual targeting.
1.) As the market shifts and traditional device identifiers evolve, Experian is committed to delivering privacy-forward addressability, which is more seamless with Audigent’s solutions. Audiences combined with inventory, contextual signals, and first-party data enable marketers to deliver campaigns centered on consumer choices, preferences, and behaviors.
2.) Experian’s data and identity solutions act as the gold standard for audience-based marketing informing planning, activation and measurement. Through the addition of Audigent, these capabilities are further amplified and offer greater ease and precision in reaching target audiences across all marketing channels.
Audigent is an extension of Experian’s marketing data and identity solutions, expanding on the acquisition of Tapad in 2020. And 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.
KEY QUOTES:
“Experian data and identity solutions already underpin much of today’s advertising spend. 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.”
– Scott Brown, Group President, Experian Financial and Marketing Solutions
“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. 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.”
– Drew Stein, CEO & Co-Founder of Audigent
