A sign of things to come: Experian’s acquisition of Audigent highlights curation’s rising influence

The curation buzz is no longer just talk — it’s shaping the market, especially in M&A. Case in point: Experian snapping up Audigent.

The data broker announced the deal yesterday, but stayed tight-lipped on the price. A former Audigent insider, however, pegs the valuation at somewhere between $200 million and $250 million. This estimate was backed by several other sources, citing knowledge of Audigent’s business. Experian, for its part, declined to comment on the financials.

It’s likely that there were no third-party bankers involved, given the pair have had a formal relationship since 2022; plus, the estimated price tag (as cited above) would likely mean that Experian’s corporate development team would not have to seek board approval to close the deal. Formal negotiations on a sale are understood to have taken place since early fall 2024.

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