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
Welcome! Who doesn’t like a warm welcome? Whether your customer is walking into your store or just signed up on your website to receive communications from you, she expects a warm reception. It’s important to make that first impression count. A welcome series helps the conversation open up between the customer and your brand. It sets expectations on the types and cadence of content the customer will receive. Welcome emails also garner 86 percent higher open rates than regular promotional mailings – not too shabby! In a recent webinar, Saks Fifth Avenue shared that they are constantly testing new and current programs to optimize the customer experience. As a result, they discovered that switching from batch-sending welcome emails to sending welcome messages in real time increased open, click and redemption rates significantly. Here’s an example of their welcome series: Saks’ results are consistent with Experian Marketing Services’ welcome email findings which indicate that emails triggered in real time receive up to 10 times the transaction rates and revenue per email vs. those that are batched. A welcome series has also been shown to increase retention by educating customers on new ways to use products and services they’ve purchased from your brand. These emails also can remind customers of the benefits they’ll reap from enrolling in your loyalty programs or credit card. … and welcome back Even if a customer has been welcomed and has interacted with your programs, a day may come when the customer goes silent. Reactivation campaigns are an effective way to get them to re-engage. Naturally, it’s important to target your dormant customers in a variety of channels so you can reach them more effectively. Maybe you’re wondering why I jumped from the warmth of a welcome series right into reality of needing a reactivation campaign. The reason? Marketers need to understand where a customer is in their lifecycle and come full circle with customers if they have parted ways. Marketers can pique the interest of a returning customer by telling them what’s new and reintroducing them to their brand. Carnival® Cruise Lines, for example, sends a welcome-back email that features the newest social networks, offers and deals its customers can take advantage of immediately. At the end of the day, customers expect to receive relevant and engaging messages throughout their entire relationship with a brand. Customer life cycle programs deliver just that. If you’re interested in learning more about welcome campaigns, waitlist/back-in-stock programs and other remarketing strategies, check out our webcast, Driving revenue through customer lifecycle marketing featuring Josh Pratt, Director of Email & Promotions for Saks Fifth Avenue and Saks Fifth Avenue OFF 5TH. Contact us today
It seems that every time I go into a store today, I am offered a loyalty card. From one of my favorite local restaurants to my shoe store VIP program, I feel like I am getting a host of emails and points at every turn. Statistics support my theory: according to a recent Experian Data Quality study, 91 percent of organizations use loyalty programs. Why did they become so prevalent? Today’s consumer is more empowered than ever before and driving major change within business. In the era of Yelp, digital channels and a 24/7 shopping cycle, organizations have less control. Just look at the shoe market, which you can tell I pay attention to. It used to be that you would purchase whatever your local department store or brick-and-mortar retail had to offer, which might be 50 different options. Now, you can go online, read reviews and browse hundreds of different choices based on style and color. In fact, last night I went online and searched for black boots and scrolled through six pages of different options! Loyalty programs are a counter balance to that choice and empowered customer behavior. They make sure that while I am shopping for shoes, I am probably doing it through my preferred store and earning reward points for free merchandise. And through the loyalty process, companies are collecting a lot of data. Customers usually need to provide more than three types of information to sign up, the most popular being email, followed by name and phone number. However, collecting this information accurately isn’t always easy, which is why poor data collection is one of the leading problems for loyalty programs. Eighty-one percent of companies face challenges related to these programs, the two biggest being not enough customers signing up and poor contact data. Inaccurate data means that a customer has signed up, but the marketer is unable to communicate with them in the desired channels. This clear drop in communication and a potentially bad customer experience could be by improved data collection. Sixty-four percent of respondents say this is a needed improvement. Let’s go back to my shoe retailer example. If they had collected my email wrong, I wouldn’t get my email confirmations or offers around upcoming sales. If they got my address wrong, I wouldn’t be receiving my shoes. Considering how much money I spend on shoes annually, which I am ashamed to admit, if any of those items went wrong, I might switch to a competitor. That can equate to a lot of money annually, especially when you look at it across a large number of clients. When a customer chooses to sign up for a loyalty program, they are making a commitment to the company and expecting something in return, be it points, free shipping, coupons or just company updates. However, if bad contact information is collected, then the consumer often never receives the benefits, resulting in a bad customer experience. In the next year, marketers need to data validation in place to ensure information is accurate upon collection. This type of software can be implemented across all channels where information is collected and ensure data is accurate while the consumer is still engaged. If information is accurate when it is collected, then loyalty programs have a better chance at engaging consumers and actually seeing the benefit that a loyalty program can provide. To learn more about loyalty programs and the research mentioned above, please read our new white paper, Driving customer loyalty. Contact us today
Black Friday online traffic increased 7% in 2012 versus 2011 as the top 500 retail sites received more than 193.8 million total US visits. So far this Holiday week of online traffic to the top retail sites is up 10% on average. Online retail traffic was up 1% on Black Friday compared to Thanksgiving Day 2012 traffic this year. Amazon.com remained the top visited retail site on Black Friday while Walmart was the second most visited retail site. BestBuy moved up to the 3rd most visited site while Target was the 4th most visited site. JC Penney moved up from being the 8th most visited retail site on Thanksgiving Day to the 5th most visited on Black Friday. Among the top 5 sites, JC Penney saw the biggest day-over-day growth at 26%. Looking at the top 20 retail sites on Black Friday, the Apple Store site saw the biggest day-over-day growth at 99%. Check back for CyberMonday insight and a weekly recap of this week. Contact us today