Experian has acquired AtData in a move designed to enhance digital identity and fraud prevention capabilities.
The acquisition is intended to expand Experian’s identity infrastructure by integrating AtData’s real-time email intelligence with Experian’s existing data, analytics and AI-driven decisioning platforms. Verified, real-time email signals are increasingly viewed as a critical digital identity marker, helping organisations to authenticate users, reduce fraud risk and improve engagement across digital channels.
Experian provides data, analytics and technology services to businesses and consumers worldwide, enabling organisations to manage credit risk, prevent fraud, target marketing more effectively and support customer decision-making. Its platforms combine consumer and business data with advanced analytics and AI tools to deliver insights across financial services, retail, telecommunications and other sectors.
AtData has built its reputation over more than 25 years by helping brands validate and verify first-party email data. The company supports clients in strengthening customer profiles, improving marketing performance and mitigating fraud risk through real-time intelligence derived from one of the world’s most comprehensive email data sets. Many well-known US brands and Fortune 500 companies rely on AtData to enhance engagement, boost sales and increase customer retention.
Through the deal, Experian will add more than 10bn email addresses globally to its data assets. By combining AtData’s real-time signals with its own extensive consumer data, Experian aims to enable clients to identify, authenticate and engage consumers with greater confidence and precision. The integration is also expected to further support Experian’s broader AI strategy, enhancing its ability to deliver scalable, privacy-centric identity solutions.
The acquisition follows a long-standing relationship between the two companies, building on a collaborative partnership that has spanned more than 15 years. This history of cooperation is expected to ease the integration process and accelerate the rollout of combined capabilities.
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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