Experian Expands Digital Ad Capabilities with Audigent Acquisition

Deal News | Dec 04, 2024 | Ben Franklin Technology Partne

Experian, a leading global data and technology company, has announced its acquisition of Audigent, a prominent data activation and identity platform in the advertising industry. This strategic acquisition bolsters Experian’s marketing data and identity capabilities within the advertising ecosystem, particularly enhancing its first-party publisher offerings. By integrating Audigent’s sophisticated capabilities, Experian aims to offer more robust and comprehensive identity solutions, streamlining advertisers' ability to reach target audiences more effectively. This move aligns with Experian's broader strategy to solidify its dominance in digital marketing services, driving value across the advertising supply chain.

Sectors

Data and Analytics
Advertising Technology

Geography

United States – Experian is headquartered in Costa Mesa, California and operates extensively within the United States. The acquisition of Audigent enhances their capabilities in this market.

Industry

Data and Analytics – Experian operates within the data and analytics industry, providing identity verification and digital marketing services which are complemented by Audigent’s solutions.
Advertising Technology – Audigent is a key player in the advertising technology sector, offering data activation and identity tools crucial for enhancing digital advertising strategies.

Financials

Participants

Name	Role	Type	Description
Experian	Acquiring Company	Company	A global leader in data and technology, focusing on improving marketing capabilities through analytic solutions.
Audigent	Target Company	Company	A leading platform in the advertising industry focused on data activation and identity solutions, known for its first-party publisher connections.
Ben Franklin Technology Partners	PE Firm	Company	A source of venture capital for technology companies involved, indirectly linked to the broader investment narrative.