Experian — the data and technology company — announced it has acquired Audigent, a data activation and identity platform in the advertising industry.
The acquisition reportedly expands Experian’s 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.”
- 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.
Scott Brown, Group President, Experian Financial and Marketing Solutions said:
“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.”
Audigent is described as being 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 relevant experiences for consumers and “positions Experian to be the premier independent provider of marketing data and identity.”
As noted in the update, Audigent is a data activation, curation and identity platform.
Audigent’s data platform unlocks the power of “privacy-safe, first-party data to maximize addressability and monetization of media at scale without using cookies.”
As one of the industry’s data curation platforms powered by its unique identity suite (Hadron ID), Audigent is transforming the programmatic landscape with its SmartPMP, ContextualPMP and CognitivePMP products, which use artificial intelligence and machine learning to “package and optimize consumer-safe data with premium inventory supply at scale.”