Experian acquires Audigent

Experian, the global data and technology company, has acquired Audigent, a data activation and identity platform. The acquisition aims to strengthen Experian’s capabilities in delivering privacy-forward marketing solutions and expands its influence across the ad tech supply chain.

Financial terms of the deal were not disclosed.

With Audigent’s integration, Experian aims to enhance its marketing data and identity solutions. Audigent’s expertise in leveraging first-party publisher data and its inventory network complements Experian’s existing demand-side capabilities. This synergy enables a more comprehensive understanding of consumer behavior and delivers targeted advertising through advanced audience addressability solutions.

Over the past three years, Experian and Audigent have collaborated on innovations such as the integration of Experian data into Audigent’s SmartPMP™ and the development of Contextually-Indexed Audiences. These solutions blend deterministic and contextual targeting to refine audience segmentation and drive marketing performance.

Experian’s acquisition of Audigent underscores its strategy to consolidate the supply chain and streamline data activation. This move follows other significant ad tech mergers and acquisitions, including Zeta Global’s purchase of LiveIntent and Mediaocean’s acquisition of Innovid. By bringing Audigent into its ecosystem, Experian eliminates reliance on third-party ID matching vendors, fostering seamless data onboarding and activation processes for advertisers and publishers alike.

“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.”