Experian's acquisition of Audigent is a strategic move that enhances its marketing data and identity capabilities while positioning it within the growing curation market.
This acquisition reflects a significant shift in ad tech, as Audigent's model could redefine ad economics, transferring targeting power from the buy-side to the supply-side.
Experian's spokesperson highlighted that Audigent's combination of first-party publisher data and its inventory network will strengthen their identity activation technology.
The deal underscores a broader trend in M&A, with corporate teams racing to finalize acquisitions before year-end deadlines.
Collection
[
|
...
]