Audigent Adds Equifax Segments to Data Platform

New York-based data activation, curation and identity platform Audigent has integrated audience segments from consumer credit data agency Equifax into its platform, to provide anonymized insights including how much consumers earn and the type of cars they own.

Audigent's data platform, powered by its cookieless identity platform HALO ID, automates the building of audiences and DMP segmentation using first-party data from brands. Last year, the company raised $19.1m in a Series B round of financing, which it is using to expand its platform and its sales and marketing globally.

Through the partnership with Equifax, advertisers can access a variety of segments inside Audigent's SmartPMP (audience data), ContextualPMP (contextual data), and CognitivePMP (cognitive data) platforms. These segments include auto ownership by brand, and consumer affluence and job role/function, as well as data on specific B2B industries and public administration workers.

Jake Abraham (pictured), Chief Commercial Officer of Audigent, explains: 'By integrating these segments directly into our private marketplace suite, we make it much easier for advertisers to access powerful targeting data within emerging environments. With or without cookies, advertisers still need direct access to first-party data to reach consumers in a privacy-focused fashion'.

Web sites: www.audigent.com and www.equifax.com .