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.
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.
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
London – 24 November, 2017 – Tapad, part of Experian, is the leader in cross-device marketing technology and continues to broaden its reach across EMEA. The business today reported a 20 percent growth in the scope of its regional device graph, a data set used by organisations to map consumers to their devices, enabling better, more personalised cross-device marketing. This news complements Tapad’s recent expansion of its UK team with the hire of experienced solutions engineer, Davide Rosamilia. As the demand for cross-device technology solutions continues to grow around the globe, coupled with the emergence of regulations such as Europe’s General Data Protection Regulation (GDPR), Tapad is committed to offering suppliers the greatest level of insight without compromising consumer privacy. Since Tapad started licensing its proprietary Tapad Device GraphTM just over a year ago, demand for the company’s technology has experienced significant growth. New supply partnerships and proactive data sourcing have also meant an increase in devices across key markets, which contribute to the overall 20 percent growth of the EMEA device graph, including a 44 percent increase in the U.K., 47 percent in France, and 85 percent in Germany. “We’re continuing to invest heavily in growing our regional device graph, allowing us to better meet the needs of EMEA marketers as they strive to reach individuals with greater precision in some of the most tightly regulated marketplaces worldwide,” said Tom Rolph, VP EMEA, Tapad. “This year, we have also welcomed 10 new data suppliers whom we’ve helped to increase cross-device amplification, attribution and audience extension, helping to further set us apart in the marketplace and successfully expand our EMEA presence.” Available around the world, the Device Graph provides access to Tapad’s globally compliant and privacy-safe datasets across EMEA, APAC and the U.S., and offers deeper knowledge of consumer preferences, purchase intent, and conversion behaviors. “Tapad has shown a unique ability to adapt to the nuances of the local EMEA market and display impressive growth without sacrificing dedication to privacy,” said Alistair Hill, CEO and Co-founder at On Device Research. “When we started vetting technology vendors, we needed to be sure that we selected a partner that could offer compliant and privacy-safe datasets to operate within our stringent data standards. Tapad’s probabilistic solution offered us greater scale, greater device reach, and increased engagement without compromising on privacy.” Contact us today
Sizmek partners with Tapad, part of Experian, to power global cross-device reach with best-in-class privacy
FeaturedThe Tapad Device Graph™ Will Expand Sizmek’s Cross-Device Reach and Improve the Efficiency and Precision of Digital Advertising NEW YORK, November 16, 2017 — Tapad, part of Experian and a leader in cross-device marketing technology, today announced a new global partnership with Sizmek, the largest independent buy-side advertising platform delivering impressions that inspire. By integrating the Tapad Device Graph™, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment. Combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices. This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion. Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more. “Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners” says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution.” This partnership comes at a time of a massive shift in the marketing technology industry. Companies like Tapad and Telenor, as well as Rocket Fuel and Sizmek, are joining forces to adopt those technologies that are most efficient and accurate at reaching consumers at scale in a personalized and non-intrusive way. The combination of Tapad and Sizmek’s offerings will provide international marketers with exceptional resources to lead a more cost effective and results driven campaign. Contact us today
Throtle enlists Tapad, now a part of Experian, to expand audience precision and cross-device connectivity
FeaturedThe Tapad Device Graph™ increases Throtle’s amplification by 475 percent. NEW YORK, Nov. 1, 2017 /PRNewswire/ — Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced a partnership with Throtle, a leading data onboarding company. The Tapad Device Graph™ will enhance Throtle’s best-in-class onboarding capabilities by providing accurate and privacy-safe cross-device reach as well as precise audiences at scale. In partnership with Tapad, Throtle will deterministically link its services to a corroborated individual with hundreds of targeting attributes. This linkage allows Throtle to offer true cross-device identity management and identity resolution services to accompany its robust onboarding capabilities. Throtle will also work with Tapad to validate its device graph, building larger, more comprehensive audience segments. To date, the Tapad Device Graph™ has connected 61 percent of Throtle IDs to related ones in the graph, with an average amplification rate of 475 percent for Throtle’s IDs, or 4.8 new IDs per each of Throtle’s. Throtle has also seen its overall match rates involving Tapad’s identity insights rise an average of 15 percent since the inception of the partnership. More specifically, Tapad’s mobile advertising IDs (MAIDs) have increased Throtle’s in-app identity inventory by 35 percent. “Tapad has proven to be a trusted source for cross-device matching and has a tremendous reputation in the advertising and marketing technology industries for delivering superior precision and scale with the utmost dedication to privacy,” says Paul Chachko, CEO, Throtle. “Since we first began our test phase, and continuing through to this day, Tapad has met and exceeded our expectations for what a partner should be.” With Tapad’s strong commitment to precision and accuracy, Throtle was confident that this partnership would prove to be the right choice for the strategic expansion of its platform. Not only does Tapad deliver in-depth insights, parsing deterministic from probabilistic linkages, but its pool of device-level touchpoints enables Throtle to increase scale without seeing a decline in precision. For more information about the Tapad Device Graph™, or to request a demo, visit https://www.experian.com/marketing/consumer-sync About TapadTapad Inc. is a marketing technology company renowned for its breakthrough, unified, cross-device solutions. The company’s signature Tapad Device Graph™ connects millions of consumers across billions of devices. The world’s largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious, and unified approach to connecting with consumers across screens. In 2015, Tapad began licensing the Tapad Device Graph™ and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Boston, Chicago, Dallas, Detroit, London, Los Angeles, Miami, Oslo, San Francisco, Singapore, and Tokyo. Tapad’s numerous awards include: Forbes’ Most Promising Companies, Deloitte’s Technology Fast 500, Crain’s Fast 50, TMCnet Tech Culture Award, and Global Startup Award’s “Startup Founder of the Year”. In 2016, Tapad was acquired by the Telenor Group, one of the world’s largest mobile operators. About ThrotleThrotle is a data onboarding company focused on deterministic matching and identity resolution, empowering brands with true individual-based marketing. Our data centric onboarding approach guarantees the highest level of accuracy, scale, and responsiveness for our clients. For more information on Throtle, please visit, throtle.io. Contact us today