In this MadTech Sketch, Experian outlines how its position has evolved as a result of its recent acquisition of Audigent.

Experian doesn’t fit the SSA (Super Signal Aggregator) mould. It is not selling contextual or attention or brand safety. It sells the Experian ID. However, Experian appends a different array of signals to make that ID. 

Experian firmly sits on the signal side of the fence, but its recent acquisition of Audigent has evolved its positioning.

Audigent, the curation specialist, offers Experian two key new capabilities:

• Signal distribution: Experian can use Audigent to push the Exerpian ID activation to more players in the market 
• Managed service: Audigent was heavily involved in activating curation deals. Experian now has a foot in the media management and execution layer, giving it access to the growth area of ad tech.

In this sketch, I outline how, with this acquisition, Experian straddles media and signal. As more media spending flows to sell-side curation, more acquisitions will follow in this curation vertical.  

Experian is the SSA we never knew. But there will be more.