Experian acquires Audigent

Experian has acquired AuDIGENT , a data activation and identity platform, to expand its marketing data and identity solutions. The acquisition enhances Experian’s capabilities by adding Audigent’s first-party publisher data and sell-side distribution to its existing demand-side tools, improving audience targeting and advertising efficiency.

Audigent’s offerings, including SmartPMP and Contextually-Indexed Audiences, complement Experian’s existing solutions, enabling marketers to leverage privacy-focused data, contextual signals, and consumer behaviors for precise audience targeting.

This move builds on Experian’s acquisition of Tapad in 2020, positioning the company as a leader in marketing data and identity services while advancing its commitment to creating relevant consumer experiences.