Experian has acquired AtData, a data and intelligence firm recognised for its comprehensive email insights technology.
The acquisition is designed to enhance Experian’s digital identity and fraud prevention capabilities. By incorporating AtData’s verified, real-time email insights into its existing infrastructure, Experian aims to provide clients with stronger identity authentication, improved fraud mitigation and more effective consumer engagement across digital channels.
Experian operates at the intersection of data, analytics and technology, supporting businesses with credit decisioning, fraud detection, identity verification and customer engagement tools. Its platforms enable organisations to manage risk, optimise marketing performance and deliver more personalised customer experiences.
AtData has built its reputation on real-time email intelligence, providing businesses with tools to validate and verify first-party email data. Its technology enables organisations to create actionable customer profiles, assess risk exposure and enhance engagement strategies. Over the past 25 years, many major US brands and Fortune 500 companies have relied on AtData’s capabilities to improve marketing outcomes, reduce fraud costs and strengthen data-driven business strategies.
Through this transaction, Experian adds more than 10 billion email addresses worldwide to its identity assets. The integration of AtData’s real-time data signals with Experian’s consumer data, analytics and decisioning platforms is expected to enable more confident identification, authentication and engagement of consumers across digital ecosystems.
The deal follows a long-standing relationship between the two companies, with their partnership spanning more than 15 years. This prior collaboration is expected to support a smoother integration of AtData’s technology into Experian’s broader identity infrastructure.
Experian North America CEO Jeff Softley 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.”
AtData CEO Tom Burke 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.”
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