Audigent and Epsilon Bring Custom Audiences to Private Marketplaces 

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Audigent and Epsilon have struck a deal that makes Epsilon’s people-based audience segments available through Audigent’s private marketplaces. As of today, advertisers will be able to take advantage of more than 3,200 Epsilon audiences from inside Audigent’s SmartPMP, ContextualPMP, and CognitivePMP products.

As a data activation, curation, and identity platform, Audigent powers a number of curated data and inventory marketplaces. The company was founded back in 2016, and it’s managed to amass an impressive roster of publisher and data partners, including Condé Nast, TransUnion, Warner Music Group, Penske Media, a360 Media, and Fandom.

With this new partnership with Epsilon in place, buyers using Audigent’s platform will be able to utilize pseudonymized audiences applied to predictive targeting via CognitivePMPs, or cognitive data. They’ll also benefit from enhanced SmartPMP (audience data) offerings, once SmartPMP is combined with Epsilon’s audience segments across auto and travel verticals, and the ability to build custom audiences in Epsilon PeopleCloud, the company’s connected marketing platform.

The partnership is expected to give Audigent a significant boost in the data identity, curation, and activation space, where a number of platforms are currently competing to position themselves for a future without third-party cookies. Combining publisher first-party data and Epsilon segments could potentially open the door to greater scale, improved optimization, and better customer prospecting.

In a press release, Audigent CEO Drew Stein said he expects Epsilon’s deep client relationships to provide Audigent’s brands and agencies with access to powerful new cookieless signals for scalable buying across both private and curated marketplaces.

“Using their transactional and purchase data to build predictive audiences that can be actioned across CTV, video, and display channels through CognitivePMPs is an exciting new way to action these high-performing insights without deterministic data like cookies, MAIDs, or IP addresses,” explained Stein.

Epsilon’s purchase history and transactional data segments are expected to open up additional targeting opportunities for advertisers utilizing Audigent’s PMPs as well.

“Advertisers are in need of buying solutions and data signals that will remain in place in a post-cookie world,” said Gillian MacPherson, Epsilon’s vice president of products. “Publisher data will not only remain in place — its value will grow … We are excited to see the outcome of layering our data onto theirs. Activating our segments within PMPs built on publisher first-party data gives advertisers more granular targeting without the need for cookies.”

Stephanie Miles is a journalist who covers personal finance, technology, and real estate. As Street Fight’s senior editor, she is particularly interested in how local merchants and national brands are utilizing hyperlocal technology to reach consumers. She has written for FHM, the Daily News, Working World, Gawker, Cityfile, and Recessionwire.
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