Audigent
Privacy-safe audience activation and identity for programmatic advertising.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2016
- Headquarters
- United States
- Company size
- 10–49
- Market role
- AdTech Vendor
- Official website
- audigent.com
What Audigent does
Audigent operates a hybrid AdTech and data monetisation model. It creates value by collecting, structuring and activating privacy-safe first-party, contextual and identity signals, then packaging those signals into software products and curated media transactions. The company monetises both the infrastructure layer, through platform and identity access, and the transaction layer, through programmatic marketplace deals and campaign activation. It also extends monetisation through managed services that apply its proprietary data assets to campaign planning and execution.
Category differentiation
Audigent is not a consumer app or a standalone DSP. It is an AdTech and data activation platform focused on identity, audience curation and curated programmatic marketplace products.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Audigent is a private AdTech company operating as part of Experian. It provides data activation, audience curation and identity products for programmatic advertising, with core offerings spanning first-party audience infrastructure, cookieless identity, contextual targeting and curated private marketplace deals. Its products are used to package privacy-safe audiences and inventory for activation across open web and CTV environments. The company sells to publishers, advertisers, SSPs and media agencies. It generates revenue through software access, audience activation and data licensing, transaction-based economics on curated PMP media flows, and managed service fees via its data-led agency offering. Its strategic role is to improve addressability and monetisation in a post-cookie market while extending Experian’s marketing and identity footprint.
Company news briefing
Briefing updated:
Experian has retired the Audigent brand, fully absorbing its technology and talent into Experian Marketing Services to embed curation capabilities directly into its proprietary identity stack. This consolidation follows the Publicis acquisition of LiveRamp, positioning Experian’s integrated ecosystem as a critical, independent alternative for deterministic data activation. Recent deployment by American Home Shield validates this strategy, realising an 18% cost-per-action efficiency gain through real-time audience optimisation. This transition reflects an industry-wide shift where curation is evolving from a standalone category into core programmatic infrastructure used by major holding companies to deliver outcomes.
Business model & monetisation
Audigent monetises through a combination of software access, data and audience licensing, activation fees and transaction-based economics on curated private marketplace deals. Its 1st Party Data Platform and identity products support SaaS-style platform revenue; SmartPMP, ContextualPMP and CognitivePMP support percentage take-rates or activation margins on programmatic transactions; and Data Agency contributes service-fee revenue.
- Audience activation and curated PMP transactions
- Percentage take-rate
- Platform and identity access
- Software subscription
- Data and audience licensing
- Pay-per-Use
- Managed strategy and campaign services
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
AuDigent
IAB vendor record: 561
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 5, 9, 10
Products & market categories
Technology
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Experian folds Audigent into Experian Marketing Services
M&A / Integration · Recorded impact score: 3/5
Experian has retired the Audigent brand and absorbed it into its Experian Marketing Services business, about twenty months after acquiring Audigent at the end of 2024. A Experian spokesperson described the move as consolidation rather than a retreat, saying Audigent’s curation capabilities will remain part of its platform and that Experian will continue to invest in the technology and talent. The article notes uncertainty about staff impact, with Audigent declining to say whether layoffs will result. Industry observers argue the move reflects a broader shift: curation is becoming embedded infrastructure across the programmatic supply chain rather than a standalone category.
- Experian has retired the Audigent brand and absorbed it into Experian Marketing Services.
- Audigent was acquired by Experian ~20 months earlier (the deal occurred at the end of 2024).
Explore company relationships
Questions about Audigent
What is Audigent?
Audigent is an AdTech platform that provides privacy-safe audience activation, identity and curated private marketplace products for programmatic advertising.
Who uses Audigent?
Publishers, advertisers, media agencies and programmatic platforms use Audigent to build audiences, improve addressability and activate curated inventory deals.
How does Audigent make money?
Audigent makes money from software access, data and audience activation fees, transaction margins on curated marketplace deals, and managed service fees.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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