41st Parameter's license agreements typically span two to three years, and renewal rates surpass 95%, Experian noted in an investor release. Its two-year compounded growth rate is 40% and the company is on a $26 million run rate for 2013. It's not clear how much of that revenue comes from security/fraud business and how much from AdTruth.
A source close to Experian said the company will market 41st Parameter's AdTruth product through its enterprise marketing group, while the cybersecurity offering will be part of a business unit within its decision analytics group.
"Experian believes there is considerable opportunity to drive adoption rates of 41st Parameter’s products through cross-selling to Experian’s existing client base, by leveraging Experian’s wide geographic footprint and through the combination of device identification into Experian’s existing identity-management products," the company said in a statement.