Experian Builds on Segmentation Partnership with Fandom

Experian has expanded its relationship with online fan platform Fandom, offering marketers more than 2,400 ready-made Experian audience groups directly within FanDNA Helix, the platform's first-party AI-powered data product.

The partnership builds on Experian's acquisition of New York-based data activation, curation and identity platform Audigent, in December.

Fandom boasts a highly active community, including a large Gen Z audience, grouped around shows, franchises, games and other entertainment areas. The deal brings the firm's fan insights together with Experian's marketing data to promise clients AI-powered audience targeting at scale. Targeting is contextually relevant thanks to Fandom's Helix ad platform, and can now be paired with demographic, lifestyle, in-market and behavioral attributes from Experian's syndicated audiences, for additional privacy-safe targeting.

'FanDNA Helix is the largest AI-powered ad platform in entertainment,' says Fandom's Chief Revenue Officer Jeremy Steinberg. 'Combining our real-time, culturally relevant and contextual targeting with Experian's valuable audience segments becomes a powerhouse combo for brands looking to tap into the biggest moments in entertainment and gaming on a macro scale.' Chris Feo (pictured), Chief Business Officer at Experian Marketing Services says the partnership offers advertisers 'a unique opportunity to transform fan passion into compelling campaigns that drive growth.'

Web sites: www.fandom.com , www.audigent.com and www.experian.com .