The team at Experian has announced the acquisition of AtData, adding established email intelligence capabilities to its global identity and fraud prevention portfolio.
According to Experian, the acquisition expands its identity assets with more than 10 billion email addresses worldwide. By combining AtData’s real-time email verification and activity signals with Experian’s consumer data, analytics, and decisioning platforms, the company aims to strengthen how organisations identify, authenticate, and engage consumers across digital channels.
From FreshAddress and TowerData to AtData
AtData’s history in the email industry spans more than two decades.
FreshAddress was founded in the late 1990s and became known for email change-of-address services, re-engagement solutions, and data hygiene tools. TowerData built its reputation around email validation, identity matching, and data intelligence services.
In 2021, FreshAddress and TowerData merged to form a combined company focused on email-based identity solutions. In May 2022, the merged business rebranded as AtData, reflecting its broader identity intelligence positioning.
Since then, AtData has expanded beyond traditional list hygiene into real-time identity verification and fraud prevention. The company states that its proprietary activity network processes more than 150 billion deterministic signals each month, delivering identity insights through APIs and partner integrations.
A Broader Market Shift
The acquisition reflects a wider industry trend. Identity resolution, fraud prevention, and marketing intelligence are increasingly connected. As organisations rely more on digital onboarding and AI-driven systems, accurate and verified identity signals are becoming more important.
We congratulate the teams at AtData and Experian on this milestone and recognise the contribution AtData has made to the email industry and broader identity ecosystem over the past two decades.
