Acxiom® (Nasdaq: ACXM) 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.
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.
Source: Acxiom Press Release