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Experian has acquired AtData, a leading provider of email identity intelligence and data solutions. This strategic acquisition significantly expands Experian’s identity and fraud prevention capabilities by incorporating AtData’s vast repository of over 10 billion verified email addresses worldwide and its real-time data signals.
Verified, real-time email insights serve as a powerful and persistent digital identity signal in today’s environment. By merging AtData’s specialized email data with Experian’s broad data assets and advanced analytics, clients gain improved confidence in verifying identities, detecting fraud, and engaging consumers across digital touchpoints. This integration enables more accurate match rates, reduced risk, and enhanced decisioning throughout the customer journey.
Jeff Softley, CEO of Experian North America said, “Differentiated data and real-time identity signals are the ultimate advantage and increasingly important in the age of AI. The acquisition of AtData is another step in our mission to build the most comprehensive and privacy-centric identity infrastructure. AtData brings deep email intelligence into our platform and further fuels our AI strategy. This isn’t just about adding capabilities, it’s about creating an integrated, durable identity solution that helps our clients deliver better experiences at every stage of the customer journey.”
Tom Burke, CEO of AtData said, “Our goal has always been to help our customers optimize their first party email data collection, accelerate their marketing performance, minimize the cost of fraud, and drive their data-oriented business strategies. Experian has consistently set the standard for using data to drive trusted outcomes for businesses and consumers. Joining Experian enables us to combine complementary strengths and deepen the intelligence capabilities that power confident, real-world decisions.”
For over 25 years, AtData has supported major brands and Fortune 500 companies in validating first-party data, building actionable customer profiles, and improving engagement, sales, and retention while mitigating fraud risks. The acquisition follows a long-standing partnership and positions Experian to offer more robust, privacy-compliant solutions in identity verification, fraud prevention, and personalized digital interactions.
About Experian
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money. We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments. We invest in talented people and new advanced technologies to unlock the power of data and to innovate. A FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 33 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.
About AtData
AtData is the leader in email identity, helping organizations recognize, engage, and protect consumers across marketing, data operations, and fraud prevention. Anchored in email, the most persistent and behavior-rich identifier, AtData enables confident identity decisions at scale. Powered by a proprietary activity network processing more than 150 billion deterministic signals each month, AtData delivers accurate, current identity intelligence that improves match rates, increases efficiency, and lowers risk at scale. Solutions are delivered in real time via APIs and partner connectors, supporting privacy- and compliance-ready decisioning.
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