Experian Acquires Audigent: Ad Tech M&A Trend Resurfaces
Cyber Monday might be over, but the ad tech world is still buzzing with deals. The latest news? Experian just scooped up Audigent, a startup known for its data management platform and curation services. Although the specifics of the agreement weren’t disclosed, it’s clear that this acquisition is part of a larger trend of consolidation in the ad tech industry.
In recent months, we’ve seen a flurry of activity in the ad tech space. From Zeta Global acquiring LiveIntent to Mediaocean snapping up Innovid and Viant buying IRIS.TV, companies are making moves to strengthen their positions in the market.
Both Experian and Audigent have had their eyes set on streamlining their supply chains, making this partnership a natural fit. Experian’s previous acquisition of Tapad, an identity graph company, laid the groundwork for this deal. By integrating Tapad’s technology, Experian was able to offer clients a direct path to leveraging their data without relying on additional vendors.
But why Audigent? As the industry shifts away from relying on third-party tracking data, companies like Experian are looking for new ways to manage and utilize customer information. Audigent’s data management platform aligns well with this strategy, allowing Experian to bring together its wealth of offline data with online advertising IDs in a more seamless manner.
In a nutshell, the ad tech landscape is evolving, and companies like Experian are leading the charge in redefining how we handle data and identity in the digital space. As we head into the holiday season, it’s clear that there are exciting changes on the horizon for the industry.
