The FPC Podcast Episode 5: M&A Frenzy with Andrew Buckman, VP Marketing & Investor Relations, Azerion
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Dec 11, 2024 In this engaging conversation, Andrew Buckman, VP of Marketing and Investor Relations at Azerion, shares his extensive experience in ad tech and M&A. He discusses Experian's strategic acquisition of Audigent and its implications for the ad space. Andrew dives into the recent Omnicom and IPG merger, analyzing its impact on agency-client dynamics. He also highlights Azerion's Goldbach acquisition, emphasizing the importance of partnerships for growth in the competitive DACH market.
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Andrew's Career
- Andrew Buckman has over a decade of AdTech experience, from search at Overture/Yahoo to affiliate marketing with Criteo.
- He was CEO of Sublime, which he sold to Azerion, and now leads marketing and investor relations.
Experian as a Super-Signal Aggregator
- Experian's acquisition of Audigent bridges the gap between signal and media, creating a super-signal aggregator.
- This allows Experian to distribute its data and enter the curation market, strengthening its AdTech position.
Data Aggregation Trend
- Companies with first-party data will acquire signals to enhance their proprietary information.
- Experian's Audigent purchase enables them to incorporate context, purchase intent, and cohort data.