Experian Evolves as Super Signal Aggregator with Audigent Acquisition
Experian, a leading data and information services company, has recently sold its Experian ID and integrated new signals. This move positions Experian as a new kind of Super Signal Aggregator (SSA). With the acquisition of Audigent, Experian can now push Experian ID activation to more market players and tap into the growth area of ad tech. This acquisition also brings two key new capabilities to Experian: signal distribution and managed service. Notably, Experian does not fit the traditional SSA mold as it does not sell contextual, attention, or brand safety signals. Instead, it sits on the signal side of the fence but has evolved its positioning with this acquisition. Experian's strategy is not limited to this acquisition alone. It now straddles both media and signal domains, with more acquisitions in the curation vertical expected to follow. The company's expertise in sell-side curation, which involves the curation, aggregation, and provision of qualified lead data for sales, is a central driver of growth in B2B marketing. By pursuing strategic acquisitions, Experian aims to further strengthen its position in this area. Experian's sale of its Experian ID and integration of new signals, coupled with the acquisition of Audigent, marks a significant evolution in the company's positioning. As Experian continues to expand its capabilities and presence in the market, it is poised to become a major player in the realm of data and information services, with a particular focus on sell-side curation.
