• by Laurie Sullivan , Staff Writer @lauriesullivan, November 9, 2021

Audigent, the cookieless identity platform, today launch a data product through a partnership that gives marketers access to TransUnion’s audiences for data curation and cookieless media targeting.

Advertisers can now combine audiences from the TruAudience Data Marketplace, formerly Tru Optik, including TransUnion’s proprietary syndicated audiences, with Audigent's premium publisher audiences and contextual data. It provides access across hundreds of thousands of publishers.

Andre Swanston, senior vice president of media and entertainment at TransUnion, said the partnership provides advertisers access to premium inventory filtered against advanced audience characteristics.

The platform can consolidate large amounts of first-party data from various publishers and activate them all in one place, enabling the DSP to better evaluate who within the audience is the most cost-efficient in a campaign.

More than 300 TransUnion-enabled SmartPMPs, meaning Specific, Measurable, Attainable, Relevant, and Time-bound marketplaces are available through Audigent’s SSP partners, such as OpenX, Xandr and The MediaGrid.

Advertisers also can package TransUnion audiences with Audigent’s premium publisher audiences to drive better performance in Audigent’s SmartPMPs and ContextualPMPs, which are meant to drive higher performing, targeting in a cookieless world.

TruAudience said it provides insight into 98% of U.S. adults and more than 127 million homes, including 80 million connected homes.

TransUnion audiences enables targeting by interest and life stage for business to consumer and business to business marketers. This partnership gives advertisers a focus on specific topics such as household income, home ownership, consumer finance, auto intenders, insurance and children in household.