Experian's Audient Acquisition: A New Era in Targeted Advertising

Experian, a global data and technology company, has recently bolstered its marketing data and identity solutions with the acquisition of Audigent. This strategic move enables Experian to expand its understanding of consumers, empowering marketers to deliver more relevant experiences while prioritizing consumer choices, preferences, and behaviors. The acquisition strengthens Experian's position as the premier independent provider of marketing data and identity.



Audigent brings a wealth of first-party publisher data and a vast inventory network to the table, adding sell-side distribution to Experian's existing demand-side capabilities. This integration allows clients to better understand, expand, and reach target audiences with privacy-forward, targeted advertising. By combining Audigent's innovative solutions with Experian's gold-standard data and identity technologies, marketers can now reach audiences with greater ease and precision across all marketing channels.

Experian's acquisition of Audigent also addresses privacy concerns through innovative solutions. Audigent's pioneering data platform unlocks privacy-safe, first-party data, maximizing addressability without using cookies. Its SmartPMP™, ContextualPMP™, and CognitivePMP™ products use AI and machine learning to package and optimize consumer-safe data with premium inventory supply at scale. By leveraging these products, Experian empowers marketers to deliver campaigns centered on consumer choices, preferences, and behaviors, maintaining a privacy-forward approach.



In conclusion, Experian's acquisition of Audigent signals a commitment to enhancing consumer experiences while maintaining privacy and trust. By integrating Audigent's first-party data and inventory network, Experian strengthens its identity and activation capabilities, enabling marketers to deliver more targeted and effective advertising campaigns. As the market continues to evolve, Experian's investment in Audigent positions it as a leader in data-driven marketing, empowering both marketers and consumers in the digital age.