Audigent, the leading data identity, curation, and activation platform, announced an integration with Experian, the world’s leading global information services company, making Experian identity and audiences available directly within Audigent’s SmartPMP™ private marketplaces.
Advertisers can now activate using the world’s largest source of known, privacy-compliant customer information. The initiative enables marketers to deploy Experian’s audience ecosystem across addressable and programmatic inventory, digital video, and over 139 million IDs in connected TV(CTV).
“Audigent’s curated marketplaces have worked really well in helping our clients reach audiences and leverage unique data assets,” said Scott Ensign, chief strategy officer at Butler/Till. “We’re excited to explore how integrating Experian’s world-class data with best-in-class curation from Audigent can further enhance our buying and measurement approach. We’re looking forward to testing this new partnership in service of achieving transformational business impact for our clients.”
Audigent’s next-generation curated marketplaces – SmartPMPs™, ContextualPMPs™, and CognitivePMPs™ – are revolutionising how data and identity are actioned across programmatic media channels. Through the practice of supply-side data curation and optimisation, Audigent pairs first-party audiences with premium inventory through private marketplaces (PMPs). Advertisers can now activate Audigent inventory and media products that have been curated against Experian’s industry-leading audience segments, including financial services, retail shoppers, and auto consumers.
The integration also connects Audigent’s HadronID with Experian’s Living Unit Identifier (LUID), providing consumer lifestyle segmentation based on households. This is matched to Audigent’s privacy-safe, cookie-free identifier, providing marketers with a precision, 360-degree view of consumers’ choices, preferences, and habits, at scale.
“Advertisers want to package unique audience insights with premium ad inventory. As signal loss continues, there is a shift back to core marketing fundamentals and as a result, marketers are adopting audience and inventory curation strategies,” said Chris Feo, SVP sales & partnerships at Experian. “Audigent’s PMPs help advertisers activate and optimise Experian’s premium data sets against premium inventory. Making Experian segments available within these marketplaces unlocks a new way for buyers to connect with consumers, and do so in a way that will remain effective well into the future.”
“Experian is widely-renowned for its data stewardship and its depth of consumer insights,” said Drew Stein, CEO and co-founder of Audigent. “This direct integration allows advertisers and media agencies using our suite of intelligent curated PMP products to activate this incredible data set across all of their core programmatic media channels including CTV, display, and video.”
The work with Experian is the latest in a series of high-profile 2022 announcements from Audigent. The company made its debut on the Inc. 5000 in the top 5% of fastest-growing companies and among the top five fastest-growing ad tech companies. Audigent was also recognised by Fast Company as one of the Best Workplaces for Innovators 2022.