(IN BRIEF) Experian and AUDIENCES have launched a partnership to help brands and agencies activate first-party customer data more effectively across the media ecosystem. The solution is deployed within the brand’s or data owner’s own cloud infrastructure, helping organisations maintain transparency, governance and control over customer data. Despite significant investment in collecting and analysing first-party customer data, many organisations continue to face barriers when trying to activate that data across marketing channels. The combined solution enables organisations to enrich customer data, connect customer intelligence to activation across channels and create more relevant audience opportunities. Colin Grieves, Managing Director of Experian Marketing Services UK&I, said the marketing industry has spent years focusing on collecting first-party customer data.