Experian Expands Signal, Media Reach with Audigent Acquisition
Experian has bolstered its offerings with Audigent's acquisition, gaining two key capabilities: credit distribution and managed service. This strategic move allows Experian to expand its reach and diversify its services, potentially positioning it in the signal and media space.
Experian, traditionally known for its credit side operations, has evolved its positioning with the acquisition of Audigent. This move enables Experian to push the Experian ID activation to more market players and access the media management and execution layer. Unlike traditional Super Signal Aggregators (SSAs) that sell contextual, attention, or brand safety signals, Experian offers the Experian ID and appends a different array of signals to it.
Looking ahead, Experian is eyeing potential acquisitions in the curation vertical. Companies specializing in luxury retail and curated experiences, similar to Brunschwig Holding's recent acquisition of Spitzenhaus, could be targeted. This could help Experian offer more personalized and curated content, further strengthening its position in the signal and media space.
With Audigent's acquisition, Experian now straddles both media and credit sides of the market. As more media spending flows to sell-side curation, Experian is well-positioned to make further acquisitions in the curation vertical, potentially including luxury retail and curated experiences. This strategic expansion allows Experian to offer more personalized content and services to its clients.
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