Experian, the FTSE 100 data and technology company, has acquired AtData, an email identity and fraud prevention platform, in a deal intended to strengthen its ability to verify consumer identities and detect fraud across digital channels.
AtData was formed in 2021 through the merger of FreshAddress, founded in 1999, and TowerData, founded in 2001, and had been backed by TZP Group, a New York private equity firm managing approximately $2 billion in assets.
The acquisition adds over 10 billion email addresses worldwide to Experian's data assets, along with real-time identity signals that the company said will help clients more confidently identify, authenticate and engage consumers across digital channels.
AtData holds real-time email insights on 98% of active emails in North America and processes more than 150 billion deterministic signals each month.
Jeff Softley, chief executive of Experian North America, said the deal was central to the company's strategy to build what he described as a privacy-centric identity infrastructure suited to an era of increased AI adoption, adding that the goal was to create an integrated, durable identity solution for clients across the customer journey.
Tom Burke, chief executive of AtData, said the combination would deepen the intelligence capabilities available to clients, making identity and fraud decisions at scale.
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The transaction formalises a relationship that predates the deal by more than 15 years, with Experian saying the acquisition follows a long-standing commercial partnership between the two companies.
Experian said it sees opportunities to innovate across credit, fraud, marketing and identity use cases by combining the two companies' assets, as part of a broader strategy to transition from a traditional credit bureau to a global data and technology leader.
The recap
- Experian has acquired AtData to expand identity and fraud services.
- AtData has more than 25 years validating first-party data.
- Acquisition follows a highly collaborative partnership spanning more than 15 years.
