Marketecture: Get Smart. Fast. Episode 132: Why Curation is like Spicy Vodka Sauce, with Chris Feo of Experian
Jul 25, 2025
Chris Feo, Chief Business Officer at Experian, dives into the evolving advertising data ecosystem. He discusses Experian's innovative approach to identity and audience data, especially following their acquisition of Audigent. The conversation highlights how curation is changing the ad tech landscape and improving engagement. They explore AI's growing influence on DSP value and media workflows, all while employing humorous Italian food metaphors. Expect insights on industry shifts and the future of advertising technology!
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Experian's Multi-Business Model
- Experian operates as a multifaceted holding company with units in credit, auto, healthcare, and marketing services.
- Their marketing services focus on identity, audience data, and curation in the ad tech ecosystem.
Depth of Experian's Data
- Experian manages comprehensive offline identity data along with digital identity and audience profiling.
- Their data is detailed enough to include real-time DMV records used for enrichment and targeting.
Audigent Acquisition Boosts Real-Time Data
- Audigent acquisition enabled Experian to deliver real-time data for better media decisioning.
- This real-time approach reshapes traditional static segment models and enhances targeting effectiveness.