Audigent
First-party data and identity activation
Best for enterprise publishers.
Summary review · Last verified Nov 12, 2026 · Scored on 10 criteria · Vendors can't pay for scores
Research by Vahe Arabian · Scored and edited by the SODP team
Key facts
- Score
- 3.4 / 5
- Tier
- Fair Fit
- Pricing model
- Custom pricing; contact the vendor for…
- Type
- Data activation and identity platform
- Publishers using it
- 1
- HQ
- New York, United States
- Headcount
- 59
At a glance
- Audigent scores 3.4/5 (Fair Fit) in Benchmark Grid's independent identity resolution & first-party ID solutions benchmark, assessed on 10 published criteria.
- It is built for enterprise publishers.
- Strongest on Cookieless Determinism & Stability (3.9) and Match Rate & Cross-Domain Reach (3.8); weakest on Implementation & Technical Debt (2.2).
- Pricing: Custom pricing; contact the vendor for a quote. Curated PMPs are priced through bid floors and curation fees.
- 1 publishers in our tracking use Audigent, from ads.txt files, page code and public case studies.
- Scores last verified 12 Nov 2026. Vendors cannot pay for a score or a position.
Summary
Editor's update, October 2026: 19 Oct 2026 accuracy audit: Experian ownership, Hadron ID and curation added, empty copy written.
Data activation, curation and identity platform, now part of Experian, combining first-party data, Hadron ID and curated PMPs to monetise audiences across 20+ SSPs.
Audigent, now part of Experian, is a data activation, curation and identity platform. Publishers use its first-party data platform and Hadron ID, a cookieless identity framework combining deterministic and probabilistic signals, to make their audiences addressable across publisher and SSP networks. Advertisers buy through its curated deals.
Its standout is curation at scale. SmartPMP, ContextualPMP and CognitivePMP package first-party, contextual and cognitive data with premium inventory, Audigent is integrated with more than 20 SSPs, and its site cites 4.0 billion first-party IDs and 100,000+ campaigns a month.
The limitations are transparency and independence. Publisher commercial terms are not published, implementation and reporting details are thin, and ownership by Experian, a data broker, may matter to publishers weighing data-sharing terms.
Score breakdown
3.4 = 0.45 × 3.33 capability + 0.40 × 4.00 publisher fit + 0.15 × 1.70 cost
Σ (criterion rating × weight) across 10 criteria · scale 1 (poor) → 5 (excellent)
Audigent provides strong identity resolution capabilities across programmatic channels through its specialized identity graph.
16% of capability · What we check: The tool identifies and maps a unique user identifier across multiple websites and domains.
The platform is built to operate within privacy-conscious environments by leveraging first-party data signals.
14% of capability · What we check: The system respects and integrates user consent signals to manage personal data processing and sharing.
Audigent is integrated with more than 20 SSPs and targets audiences across publisher and SSP networks through Hadron ID.
12% of capability · What we check: The solution installs directly into Prebid or SSP environments to pass ID signals to downstream demand partners.
The core value proposition focuses on identity solutions that remain effective in the absence of third-party cookies.
12% of capability · What we check: The service creates consistent user profiles without relying on third-party cookies or probabilistic matching.
Offers robust tools for structuring and segmenting first-party data to make inventory more addressable.
10% of capability · What we check: The product adds first-party attributes to identified users to create actionable audience segments for advertisers.
The monetization impact is significant but contingent on the quality of the publisher's existing first-party data assets.
10% of capability · What we check: The solution demonstrates increased revenue or higher average CPMs compared to standard bid streams.
Integration of sophisticated identity solutions typically requires non-trivial technical configuration and oversight.
8% of capability · What we check: The setup requires minimal code changes and does not degrade page load performance or site stability.
Reporting capabilities are functional for programmatic operations but may lack granular transparency into identity resolution logic.
8% of capability · What we check: The vendor provides granular dashboards showing identifier performance, match rates, and data usage activities.
The pricing model is standard for the industry but lacks public detail regarding specific take rates or fee structures.
6% of capability · What we check: The vendor clearly defines all costs based on either a fixed CPM or a percentage take rate.
Support is generally handled through managed account services rather than self-service documentation or public portals.
4% of capability · What we check: The provider offers accessible API references, integration guides, and direct technical assistance for publishers.
Audigent scores 3.4/5 in Benchmark Grid's independent Best Identity Resolution & First-Party ID Solutions for Publishers benchmark (benchmarkgrid.com/best-identity-resolution-first-party-id-solutions-for-publishers/audigent, verified Nov 12, 2026)
Strengths & limitations
Strengths
- Curated deals bring advertiser demand to publisher audiences
- Integrated with 20+ SSPs
- Cookieless identity through Hadron ID
Limitations
- Publisher commercial terms not published
- Implementation and reporting thinly documented
- Owned by Experian, which may affect data-sharing decisions
Who uses it
Detected from site code, ads.txt records and published case studies — not from the vendor's own customer list.
By publisher size
By content vertical
Publishers running Audigent1
- Condé NastEnterprise· News
Cost of ownership
Pricing
Custom pricing; contact the vendor for a quote. Curated PMPs are priced through bid floors and curation fees.
Pricing unclear for your setup? — we'll make the introduction. Free, and it never affects the score.
Cost data sourced from vendor pricing pages and community signals. Vendors may dispute any factor.
What users say
Users value the platform's transparent communication and advanced audience forecasting capabilities, though some remain cautious regarding potential hidden costs associated with third-party data trading desks.
Sources: Trade press 50% · Blog 50%
Most discussed
Recent quotes
"Data activation company Audigent has integrated targeting data from IBM’s The Weather Company in a new private marketplace (PMP) announced Thursday. The data is available to brands and agencies to improve performance and protect consumer privacy."
Positive·Trade press·3y ago·via Butler/Till
"Ad opportunities that used the Hadron ID drove 2.3 times more demand than those that used cookie-based identifiers."
Positive·Blog·4y ago·via UPROXX
"There’s been exceptional transparency from the team which we haven’t gotten from other places."
Positive·Blog·6y ago·via AdExchanger
4 mentions from 2 independent sources, each read and scored by our analyser. Mentions we could not tie to a real user, and those flagged as promotional, are excluded. Sentiment is opinion, and is independent of the verified publisher adoptions shown above.
The company behind Audigent
Audigent is operated by Audigent, a part of Experian. Company facts come from an independent business-data record rather than the vendor's own site.
- Employees
- 59
- Headquarters
- New York, United States
- Ownership
- Privately Held
Compare Audigent
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FAQ
How is Audigent scored?
Audigent scores 3.4 out of 5 in Benchmark Grid's independent Best Identity Resolution & First-Party ID Solutions for Publishers benchmark. The overall figure blends capability (45%), publisher fit (40%) and cost of ownership (15%). Capability is itself a weighted average of 10 criteria; the heaviest are match rate & cross-domain reach (16%), privacy & consent-native design (14%) and prebid/ssp integration & signal distribution (12%). Vendors cannot pay for a score.
What size publisher is Audigent built for?
Audigent is built for enterprise publishers. That is the vendor's own stated target, and it is one of the inputs to our publisher-fit score — a platform that suits a national newsroom often carries more operational load than a small one can absorb.
What does Audigent cost?
Custom pricing; contact the vendor for a quote. Curated PMPs are priced through bid floors and curation fees. Our cost-of-ownership score is 1.7/5, which weighs pricing transparency, entry cost, implementation cost, hidden-fee risk and ongoing cost. Ask the vendor for a written first-year figure that includes implementation before you commit.
Who uses Audigent?
We have evidenced 1 publisher running Audigent. Adoptions are detected from site code, ads.txt records and published case studies rather than taken from the vendor's own customer list, and each one is listed on this page.
Can Audigent pay for a better score?
No. Scores come from our editorial review of the product's documentation, demos and public evidence. A vendor can claim this listing or request a re-review, but nothing they buy changes a score or a position.
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