Acxiom® (Nasdaq: ACXM), the data foundation for the world’s best marketers, today announced it has expanded its partnership with DataXu, a leading provider of programmatic marketing software, to allow DataXu to license its third-party data for advanced TV and analytics solutions. The first-of-its-kind partnership will allow advertisers and agencies to engage their own first-party audiences across all addressable channels, including TV, and drive more effective data-driven marketing across all screens.
Prior to this partnership, advertisers lacked the ability to engage consumers in a unified way across all the devices and media channels they use during the buying lifecycle. Now Acxiom and DataXu are partnering to connect the dots between the digital and TV worlds. This enables marketers to achieve greater message consistency and relevance to consumers, as well as overcome the challenges associated with today’s increasingly fragmented media landscape. For their most important audiences, advertisers can now bridge the gap between desktop, mobile and TV and control reach and frequency across these channels. Additionally, the expanded Acxiom-DataXu partnership gives advertisers and agencies the ability to gain deeper customer insights into the previously disconnected digital and TV worlds.
“We are pleased to expand our partnership with DataXu to arm marketers with the insights they need to scale media investments across more channels,” said Anne Doherty, Senior Vice President of Sales, Acxiom’s Audience Solutions division. “Being able to provide such valuable insights underscores the importance of our partner network and validates Acxiom’s identity resolution technology – AbiliTec® – as the most powerful in the industry. We look forward to continuing to help platforms, agencies and advertisers engage consumers in a more meaningful way and gain more pertinent insights.”
“DataXu’s partnership with Acxiom enhances our digital and TV marketing solutions for advertisers and agencies, enabling them to craft more personalized and relevant customer experiences. DataXu’s expertise, suite of analytics, cross-device and programmatic marketing technologies, coupled with Acxiom’s rich third-party data, is an extremely powerful combination,” said Tore Tellefsen, Vice President of TV Solutions at DataXu. “With customers in control of their own cross-device buying journey, it’s important for marketers to also be able to break down internal silos between digital and TV channels.”
DataXu’s mission is to make marketing better using data science. The world’s top brands and agencies use DataXu to better understand and engage customers across all devices and media formats. Its solution provides marketers with unparalleled Media Activation, Marketing Analytics and Data Management capabilities. With sixteen offices in eleven countries, DataXu’s full-stack solution is powering the marketing transformation of the world’s most valuable brands.
Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and the ethical use of data for more than 45 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. For more information about Acxiom, visit Acxiom.com.