Equifax
Equifax provides marketers and advertisers with uniquely rich consumer financial and identity data to power precise audience targeting, identity resolution, and campaign measurement at scale.
Last updated Jun 3, 2026 by ATDb automated enrichment · Connections updated Jun 8, 2026
- Industry
- Data & Identity / Marketing Analytics
- Business Model
- Data & Analytics Platform
- Target Market
- Enterprise
- Employee Count
- 10001+
- Funding
- N/A
- Revenue Range
- $5B+
- Stock Symbol
- EFX
- API Available
- Yes
One of three dominant consumer credit bureaus; a premium data and identity provider in the AdTech and marketing analytics space with unmatched financial data depth.
Equifax is a global data, analytics, and technology company headquartered in Atlanta, Georgia, founded in 1899. Best known as one of the three major consumer credit bureaus alongside Experian and TransUnion, Equifax maintains one of the world's largest repositories of consumer financial and identity data, covering hundreds of millions of individuals across 24 countries. The company has increasingly pivoted toward technology-driven data solutions, investing heavily in cloud infrastructure and analytics platforms following its landmark 2017 data breach, which prompted a comprehensive security and technology overhaul. In the AdTech ecosystem, Equifax plays a significant role through its marketing and identity solutions division. Its Ignite platform and Data-driven Marketing suite enable advertisers, agencies, and financial services marketers to build precise audience segments, perform identity resolution, and measure campaign effectiveness using credit-informed and behavioral data. Equifax's unique access to financial attributes — income, credit behavior, life stage events — gives it a differentiated data layer that pure-play AdTech companies cannot easily replicate. The company also offers data onboarding, offline-to-online identity linking, and analytics services that integrate with major DSPs, DMPs, and CDPs. Equifax serves a broad range of enterprise clients including financial institutions, insurance companies, retailers, automotive brands, and healthcare organizations. Its market position in AdTech is that of a premium data provider and identity infrastructure layer rather than a full-stack advertising platform. The company competes with Experian Marketing Services, TransUnion's TruAudience, Acxiom, and LiveRamp in the data and identity resolution space. With annual revenues exceeding $5 billion and a publicly traded status on the NYSE, Equifax brings significant scale, regulatory experience, and data depth to the marketing technology landscape.
Ignite Platform
Cloud-based data and analytics platform enabling marketers to access Equifax data assets for audience segmentation, scoring, and decisioning.
Data-driven Marketing (DDM)
Suite of marketing data solutions including audience targeting, data onboarding, and offline-to-online identity linking for advertisers and agencies.
TotalSource Plus
Comprehensive consumer data file combining demographic, financial, and behavioral attributes for audience modeling and targeting.
Audience Targeting Solutions
Pre-built and custom audience segments derived from credit and financial data, activatable across major DSPs and digital media platforms.
Identity Resolution
Cross-channel identity graph linking offline consumer records to digital identifiers (cookies, MAIDs, email) for people-based marketing.
Marketing Analytics & Measurement
Attribution and campaign measurement tools that connect ad exposure to real-world financial outcomes and purchase behavior.
Data Onboarding
Service for matching and uploading first-party CRM data to digital environments for activation in programmatic and social advertising.
Equifax Cloud
Modernized cloud infrastructure (built on Google Cloud) underpinning Equifax's data and analytics product delivery.
- 1899Founded