At A Glance
Audigent, Dun & Bradstreet, and Experian simplify B2B marketing by combining trusted business data, curated audience activation, and advanced identity resolution. This partnership helps marketers reach verified decision-makers across channels like CTV and display, ensuring accurate targeting, consistent audience identity, and measurable results while maintaining privacy compliance.Audigent, a part of Experian, Dun & Bradstreet, and Experian are collaborating to help business-to-business (B2B) marketers target more effectively. Now, B2B marketers can reach verified decision-makers, keep the same audience across channels, and activate on connected TV (CTV) and digital via the Experian data marketplace. Together, Dun & Bradstreet’s trusted business data, Audigent’s curation and Deal ID activation, and Experian’s identity resolution drive efficient, measurable results.
Unify identity and engage B2B audiences
With Audigent, Dun & Bradstreet, and Experian working together, you get one dependable way to recognize the same companies and roles everywhere you run. Dun & Bradstreet’s D-U-N-S® Number, serves as a stable company identifier, so offline business details map to the right digital profiles, and you can reach verified decision-makers with confidence.
Through Audigent and Experian, you can access 400+ Dun & Bradstreet B2B audience segments, matched to a Deal ID and activated via Audigent’s curation engine and Experian’s data marketplace. This provides real-time B2B targeting across connected television (CTV), display, native, audio, and online video (OLV).
Utilize differentiated data
Dun & Bradstreet audiences are built on verified offline signals (e.g., company, industry, size, role, seniority) linked to the proprietary D-U-N-S® Number for deterministic matching. High-quality firmographic attributes become actionable segments you can activate in leading programmatic platforms. The result: privacy-compliant, performance-driven campaigns with omnichannel B2B targeting.
Unmatched scale
Dun & Bradstreet’s Data Cloud spans over 600 million businesses across industries and regions, offering unparalleled depth for B2B targeting.
Verified business identity
The D-U-N-S® Number links verified offline business data to digital environments, enabling accurate and scalable activation.
Privacy-first design
Data undergoes rigorous validation and is compliant with major global regulations (General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA)), enabling responsible activation.
Trusted by the enterprise
Over 85% of Fortune 500 companies rely on Dun & Bradstreet B2B data for its depth, accuracy, and broad coverage of small and medium-sized businesses (SMBs).
Three ways unified B2B identity improves media performance
- Target with accuracy: Use deterministic firmographics. Dun & Bradstreet’s D-U-N-S® Number anchors a consistent way to recognize the same company, linking offline signals to authenticated business entities.
- Reduce waste: Activate curated PMPs for efficient spend. Audigent’s curation engine packages those audiences into Deal IDs and routes through cleaner, more predictable supply paths, so more budget reaches the buyers that matter. Publishers see up to 75% net revenue increase after fees, while brands save 36–81% on data segments and achieve 10–30% higher video completion rates.
- Stay consistent: Maintain identity across all channels. Use the same audience criteria across CTV, display, native, audio, social, and OLV to improve match consistency without relying solely on third-party cookies.
Improve addressability with Experian’s Digital Graph
Advertisers can use Dun & Bradstreet’s off-the-shelf segments to target specific audiences accurately across channels. By connecting Experian’s Digital Graph with Dun & Bradstreet’s company and contact data, marketers gain a clear advantage: one durable identity that improves match rates, keeps reach consistent across CTV and digital, and aligns targeting with measurement.
What that means in practice:
- Higher match rates without third-party cookies.
- Expect consistent reach across CTV and digital with one audience anchored to the same identity.
- Cleaner measurement because activation and identity stay in sync.
Suggested use cases
Below are simple ways to put this to work, using Dun & Bradstreet business data and Audigent Deal IDs so the same audience runs and measures the same everywhere.
Target key decision-makers
Reach professionals in Finance, Sales, Healthcare, and IT/Technology by job role, company size, and industry, driving awareness and consideration across complex buying committees.
Reach SMB owners
Target companies with fewer than 50 employees to connect with small-business owners and operators. Activate across channels via Audigent Deal IDs for consistent delivery and measurement.
Achieve more with Audigent, Dun & Bradstreet, and Experian
Together, Audigent, Dun & Bradstreet, and Experian allow marketers to activate high-quality B2B audiences with confidence, delivering relevant and efficient campaigns. By pairing Dun & Bradstreet’s trusted business data and proprietary D-U-N-S® Number with Audigent’s curation engine, you get deterministic, privacy-compliant targeting at scale, now boosted by Experian’s identity for consistent cross-channel reach.
Ready to activate your next B2B audience? Talk to an Experian expert today
FAQs
Dun & Bradstreet’s data is anchored by the D-U-N-S® Number, a persistent business identifier that links offline signals like company size, industry, and role to digital environments. This ensures accurate, scalable, and privacy-compliant targeting.
Experian’s Digital Graph connects devices and IDs at the household level, enabling consistent audience identity across channels, even in cookieless environments. This ensures higher match rates and reliable measurement.
Audigent’s curation engine creates audience-aligned Deal IDs and PMPs, optimizing supply paths for efficient media buying. This reduces waste and improves campaign performance with cleaner, more predictable targeting.
Marketers can build role-based segments (e.g., IT Directors at mid-sized companies) and activate them across CTV and digital channels. Sequential messaging tailored to buying stages helps accelerate pipeline and drive engagement.
Latest posts
Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas, to immerse ourselves in the world's most significant consumer tech showcase and stay at the forefront of the latest technological advancements and innovations that shape the AdTech industry. This year's event was a vibrant melting pot of innovation and vision, from streamers taking a bigger bite of the advertising pie to the emergence of AI-powered solutions and drone delivery services. Amidst these advancements, the dynamic interplay of technology, media, and advertising raised important questions, especially in the context of evolving regulations and cookie deprecation. During CES, we captured insights from various thought leaders, and in the coming months, we'll be sharing these valuable perspectives with you. Watch the video below for full insights coming from our content studio onsite during the event. Or, keep reading for a recap on four key trends from CES and what they mean for your business in 2024! “My first CES was a major success. You could feel the buzz in the air as new ideas and partnerships were being created within and across industries. The intersection of the different players within retail media, connected TV, retail technology, the demand and supply-side, and agencies all in an ever-changing world of regulation and privacy begs for a solution that can maximize a successful outcome for all.”anne passon, sr director, sales, retail & cpg 1. Audience targeting: How first- and third-party data work together A central theme at CES was the importance of audience targeting, highlighting the crucial role of first-party data. However, it’s clear that to maximize its potential, this data needs to be augmented with sophisticated identity solutions and enriched with third-party insights, all while navigating the complexities of privacy regulations. This integrated approach is vital to understanding audiences and for creating more effective marketing strategies that comply with privacy regulations. 2. Standardizing metrics in retail media networks The challenges around retail media networks, particularly in terms of standardizing metrics like incremental return on ad spend (iROAS), were a hot topic at CES. This complexity around this topic underscores the need for neutral, expert third parties to help bring clarity and consensus, aiding businesses in navigating this multifaceted domain. 3. The challenge of switching data solutions Discussions covered the broader challenges associated with transitioning to new data solutions. For businesses, this involves a critical assessment of the benefits versus the costs and complexities of adopting new platforms or systems. This decision-making process is increasingly significant as data strategies become integral to marketing success. 4. Identity solutions in a cookieless future With the industry moving toward a cookieless future, the spotlight at CES was on the importance of robust identity solutions. Understanding the functionality and necessity of various universal IDs is essential to minimize data loss and maintain effective targeting. Investing in flexible and adaptable identity solutions like the Experian Graph is essential to maintain effective targeting and audience engagement in this new landscape. Announcements and advertising innovations at CES 2024 CES was a stage for significant announcements and innovative marketing initiatives: Criteo and Albertsons announced their collaboration in retail media. Instacart's partnership with Google for enhanced shopping ads and AI shopping carts. NBCUniversal's advancements in streamlining programmatic advertising. Brands like Netflix, LG, Freewheel, and Amazon Ads also captured attention with their creative marketing strategies, ranging from unique collaborations to themed promotions and captivating events. These insights from CES provide a glimpse into the future of technology, media, and advertising. They highlight the need for adaptability, innovation, and informed decision-making in these dynamic industries, especially in the context of privacy regulations. Stay tuned for our series of posts where we'll dive deeper into these topics, sharing exclusive insights from industry thought leaders. Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Contact us Latest posts
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