Experian has acquired AtData, a data and intelligence firm specialising in real-time email verification and insights.

The acquisition adds more than 10 billion email addresses globally to Experian’s data and identity assets.

AtData’s real-time email signals will integrate with Experian’s consumer data, analytics and decisioning platforms to support identity verification, authentication and customer engagement across digital channels.

“Differentiated data and real-time identity signals are increasingly important in the age of AI,”

said Jeff Softley, CEO of Experian North America.

He said the acquisition supports Experian’s efforts to develop a comprehensive, privacy-focused identity infrastructure and strengthen its AI capabilities.

Founded more than 25 years ago, AtData has worked with major US brands and Fortune 500 companies to validate first-party email data, support customer profiling and assess risk to improve engagement and retention.

“Our focus has been on helping customers improve email data quality, reduce fraud costs and support data-driven strategies,”

said Tom Burke, CEO of AtData.

He said joining Experian would allow the two companies to combine capabilities and expand intelligence used in business decision-making.

Experian said the acquisition follows a partnership between the two companies that has been in place for more than 15 years.

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