Experian Buys Identity and Targeting Specialist Audigent

Consumer data giant Experian has acquired New York-based data activation, curation and identity platform Audigent.

Audigent's platform uses verified, opt-in data and offers cookieless solutions for the personalization and monetization of media at scale, with products SmartPMP, ContextualPMP and CognitivePMP all powered by its Hadron ID identity suite. The firm works with publishers and serves corporates and media agencies, and has partnered with Experian over the last three years, integrating its data into SmartPMP and creating deterministic and contextual targeting solution Experian Contextually-Indexed Audiences.

Experian says the buy expands on its acquisition of digital identity resolution specialist Tapad in 2020, and 'further expands its deeply integrated marketing data and identity capabilities in the advertising ecosystem', adding sell-side distribution to its existing demand-side capabilities and enhancing its identity activation technology. This will allow clients to deliver campaigns centered on consumer choices, preferences and behavior.

Scott Brown, Group President of Experian Financial and Marketing Solutions comments: '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'.

'Our mission from day one' says Drew Stein, CEO and co-founder of Audigent, '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 their incredible team'.

Experian employs around 22,500 people across 32 countries, and is headquartered in Dublin, Ireland. Web sites are at www.experianplc.com and www.audigent.com .