Experian said on 23 February that it had acquired AtData, a provider of email identity intelligence covering more than 10 billion addresses, for an undisclosed sum.
Why Experian plc is buying AtData
Jeff Softley, chief executive of Experian North America, said differentiated data and real-time identity signals were increasingly important in the age of AI, and that AtData would feed Experian's AI strategy and its goal of building a comprehensive, privacy-centric identity infrastructure. Combining AtData's email signals with Experian's consumer data, analytics and decisioning platforms is meant to help clients identify, authenticate and engage consumers across digital channels.
Deal terms and financing
Financial terms were not disclosed. AtData's previous owners were backed by private equity firm TZP Group, MediaPost reported.
Regulatory approvals and timing
The acquisition was completed at the time of the announcement.
Market context
AtData was formed in 2022 through the merger of TowerData and FreshAddress and says it holds real-time insight on 98% of active emails in North America, MediaPost reported. Experian, headquartered in Dublin and listed in London, had worked with AtData for more than 15 years.
