Experian — the info and know-how firm — introduced it has acquired Audigent, a knowledge activation and id platform within the promoting business.
The acquisition reportedly expands Experian’s built-in advertising knowledge and id capabilities within the promoting ecosystem.
With the addition of Audigent’s mixed first-party writer knowledge and huge stock community, Experian provides sell-side distribution to its present demand-side capabilities and “builds on its holistic id activation know-how, permitting purchasers to grasp, develop and attain their audiences with focused promoting.”
Over the previous three years, Experian and Audigent have partnered to ship a variety of business main improvements together with the “integration of Experian knowledge into the Audigent SmartPMP and the creation of Experian Contextually-Listed Audiences, which mixes deterministic viewers concentrating on with contextual concentrating on.”
- Expanded viewers addressability: Because the market continues to shift and conventional machine identifiers evolve, Experian is dedicated to delivering privacy-forward addressability, made extra seamless via Audigent’s options. Progressive audiences mixed with stock, contextual indicators and first-party knowledge, empower entrepreneurs to ship campaigns centered on shopper decisions, preferences and behaviors.
- Attain the precise viewers: Experian’s knowledge and id options act because the gold commonplace for audience-based advertising informing planning, activation and measurement. With the addition of Audigent, these capabilities are additional amplified and provide higher ease and precision in reaching goal audiences throughout all advertising channels.
Scott Brown, Group President, Experian Monetary and Advertising Options stated:
“Experian knowledge and id options already underpin a lot of at this time’s promoting spend. With our acquisition of Audigent, we’re bolstering our business acknowledged best-in-class knowledge and know-how, enabling a greater understanding of shoppers and driving higher outcomes for entrepreneurs.”
Audigent is described as being a pure extension of Experian’s advertising knowledge and id options, “increasing on the acquisition of Tapad in 2020.”
The mixed capabilities allow entrepreneurs to create related experiences for shoppers and “positions Experian to be the premier unbiased supplier of selling knowledge and id.”
As famous within the replace, Audigent is a knowledge activation, curation and id platform.
Audigent’s knowledge platform unlocks the facility of “privacy-safe, first-party knowledge to maximise addressability and monetization of media at scale with out utilizing cookies.”
As one of many business’s knowledge curation platforms powered by its distinctive id suite (Hadron ID), Audigent is reworking the programmatic panorama with its SmartPMP, ContextualPMP and CognitivePMP merchandise, which use synthetic intelligence and machine studying to “package deal and optimize consumer-safe knowledge with premium stock provide at scale.”
