Experian's Strategic Acquisition of Audigent Enhances Marketing

Experian Expands Data and Identity Solutions with Audigent

Experian, a global data and technology company, has made headlines with its strategic acquisition of Audigent, a prominent player in the data activation and identity platform sector within the advertising industry. This strategic move not only enriches Experian's marketing data capabilities but also enhances its identity solutions, allowing them to better serve their clients in the evolving advertising ecosystem.

Enhancing Marketing Data and Identity Capabilities

The acquisition of Audigent brings together first-party publisher data and a comprehensive inventory network. This collaboration facilitates Experian's existing demand-side technologies, providing a more holistic approach to identity activation. Clients can now understand, expand, and reach their target audiences with unprecedented precision through targeted advertising.

Innovations Born from Partnership

Throughout their partnership in the past three years, Experian and Audigent have rolled out numerous industry innovations. Notably, they integrated Experian's data into Audigent’s SmartPMP and developed Experian’s Contextually-Indexed Audiences, which effectively combine deterministic audience targeting with contextual marketing strategies.

Addressing Evolving Market Needs

As the advertising landscape shifts and traditional device identifiers undergo significant changes, Experian remains committed to delivering privacy-focused addressability. The solutions offered by Audigent, combined with innovative audiences and contextual signals, enhance the marketers' ability to design campaigns aligned with consumer preferences and behaviors.

Strategically Reaching Target Audiences

Experian's advanced data and identity solutions are regarded as the gold standard in audience-based marketing. With the integration of Audigent, the precision of reaching target audiences across various marketing channels is significantly improved. This enhanced ability supports marketers in planning, activation, and efficacy measurement, thus ensuring higher returns on their advertising spends.

Expert Insights

Scott Brown, Group President of Experian Financial and Marketing Solutions, emphasized the importance of this acquisition: "Experian data and identity solutions already uphold much of today's advertising spend. Upon acquiring Audigent, we are amplifying our industry-recognized data and technology, allowing for improved understanding of consumers and enhanced outcomes for marketers."

Innovative Mission Statement

Audigent’s CEO and Co-Founder, Drew Stein, highlighted the shared vision between the two companies. He stated, “Our goal has always been to develop innovative platforms that offer value to brands and media agencies while prioritizing consumer privacy. Partnering with Experian, known for its commitment to building a win-win ecosystem, allows us to continuously advance our mission.”

Building on Previous Acquisitions

The acquisition of Audigent acts as a natural evolution of Experian’s marketing data and identity solutions, following the company's acquisition of Tapad. This integration positions Experian as the premier independent provider of marketing data and identity solutions, ultimately aiding marketers in creating more relevant experiences for consumers.

About Audigent

Audigent stands out as a leading data activation, curation, and identity platform. Their proprietary data platform empowers the use of privacy-safe, first-party data to optimize addressability and media monetization, notably without reliance on cookies. Audigent's unique identity suite, Hadron ID™, alongside its SmartPMP™, ContextualPMP™, and CognitivePMP™ products, transforms the programmatic landscape through artificial intelligence and machine learning.

About Experian

Experian serves as a global data and technology company, creating opportunities for people and businesses worldwide. Their expertise spans various sectors, including lending, fraud prevention, healthcare, marketing solutions, and in-depth automotive insights. With a team of 22,500 people operating in 32 countries, they are dedicated to innovation, investing in talent and advanced technologies to maximize data potential.

Frequently Asked Questions

What is Experian's main focus following its acquisition of Audigent?

Experian aims to enhance its marketing data capabilities and improve audience targeting using Audigent's technologies.

How will the acquisition affect marketers?

The acquisition provides marketers with improved tools to target audiences more effectively, using both contextual and first-party data.

What innovations have resulted from Experian and Audigent's partnership?

Key innovations include Experian data integration into SmartPMP and the development of Contextually-Indexed Audiences.

Why is privacy important in the context of this acquisition?

Privacy-forward addressability is crucial as marketing evolves, ensuring consumer safety and transparency in advertising.

What position does Experian hold in the market?

Experian is a leading independent provider of marketing data and identity solutions, leveraging advanced technologies for better outcomes.

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