Experian acquires Audigent to boost data capabilities in advertising ecosystem
Data giant Experian expands marketing solutions through strategic acquisition of Audigent, enhancing audience targeting capabilities.
On December 4, 2024, Experian has acquired Audigent, marking a strategic expansion in the advertising technology sector. The acquisition, announced from Experian's Costa Mesa headquarters, integrates Audigent's data activation and identity platform into Experian's existing marketing infrastructure.
The transaction builds upon a three-year partnership between the companies, during which they collaborated on several technological innovations. According to Scott Brown, Group President of Experian Financial and Marketing Solutions, "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."
The acquisition specifically enhances Experian's capabilities in several key areas. By incorporating Audigent's first-party publisher data and inventory network, Experian now adds sell-side distribution functionality to complement its existing demand-side capabilities. This integration allows for a more comprehensive approach to identity activation technology.
Audigent's technological infrastructure includes several specialized products. The SmartPMP platform, a first-to-market solution, combines premium publisher inventory with exclusive first-party data. This technology enables digital media buyers to customize and package inventory and data from major entertainment, sports, and lifestyle publishers through a single deal ID system.
Drew Stein, CEO and Co-Founder of Audigent, emphasized the company's founding mission: "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."
The integration of Audigent follows Experian's 2020 acquisition of Tapad, demonstrating a continued strategy of expanding its marketing data and identity solutions. The combined technological capabilities aim to create more relevant experiences for consumers while positioning Experian as a leading independent provider of marketing data and identity services.
Technical specifications of the acquisition reveal substantial operational scale. Audigent's platform currently processes over 100,000 campaigns monthly, utilizing artificial intelligence and machine learning through its SmartPMP, ContextualPMP, and CognitivePMP products. These tools operate without relying on third-party cookies, instead utilizing Audigent's proprietary Hadron ID technology for identity management.
The platform serves major clients including Condé Nast, Warner Music Group, a360 Media, and Fandom. The technology allows for precise audience targeting while maintaining privacy standards, as it operates entirely on first-party data structures.
Experian, listed on the London Stock Exchange (LSE:EXPN), brings significant resources to the acquisition, with a workforce of 22,500 people across 32 countries and headquarters in Dublin, Ireland. The company's broad market presence spans financial services, healthcare, automotive, finance, and insurance sectors.
The timing of this acquisition reflects broader industry trends toward privacy-conscious data management and enhanced audience addressability. As traditional device identifiers continue to evolve, the combined technology stack aims to deliver privacy-forward addressability solutions that align with changing market demands.