Acxiom® has entered into a partnership with Twitter, the global platform for public self-expression and conversation in real time. Acxiom will incorporate a “CRM Approach” into Twitter’s tailored audiences tool which allows advertisers to use the intelligence from their CRM database to define the audiences they want to reach on Twitter.
Acxiom’s partnership with Twitter will enable advertisers to connect the value of their Twitter campaigns to the business metrics on their CRM databases. This CRM data-matching capability will help ensure that Twitter users can now receive more relevant ads when they are on Twitter. Adding Twitter to Acxiom’s Safe Haven matching environment also extends Acxiom’s current leadership position in global reach and addressable mobile advertising, using advertiser CRM intelligence.
“Our clients are increasingly looking to us to leverage data across all their digital marketing efforts so we are thrilled to be working closely with Twitter to further improve the reach and effectiveness of their ad campaigns,” said Nada Stirrat, Acxiom Chief Revenue Officer. “As one of the select partners enabling a CRM approach to tailored audiences, we’re extremely enthusiastic about the benefits we can drive for our advertisers with this exciting new Twitter ad product.”
More detail on how the tailored audiences product works is available on Twitter’s blog.