NEW YORK--Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and software-as-a-service company, today announced the expansion of its advanced TV advertising capabilities, making it easier for partners to use first-party and third-party data to precisely reach consumers with relevant messages across TV platforms and navigate the challenges posed by a fragmented, omnichannel world. These enhancements were fueled by the acquisition late last year of the Audience Interconnect™ television data platform from Allant.
“The TV industry is in desperate need of a scaled, uniform data grid to support advanced TV advertising,” said Rick Erwin, president of Acxiom Audience Solutions. “Acxiom TV is another step forward in our commitment to build an open data environment accessible to everyone, based on the principles of privacy, data neutrality and partner enablement.”
Acxiom TV’s Audience Interconnect™ platform is specifically designed to allow TV partners to:
-- easily research and plan cross-platform TV campaigns using precise audience data
-- automate workflow to streamline segmentation, execution and reporting
-- activate segments across addressable TV, spot TV, national TV, VOD, iTV and online
-- create trustworthy campaign and audience analytics
The combination of Acxiom’s Audience Interconnect™, the Acxiom Data Safe Haven, and Acxiom’s LiveRamp provides partners with the greatest ability to reach audience segments across U.S. households via data-driven ad campaigns. Ad sellers, agencies and brands can activate data across an expanded ecosystem that includes TV partners representing nearly 50M addressable homes and over 100M individuals.
The Audience Interconnect™ supports the creation of segments for TV campaigns using any data source, including:
- First party CRM and segment data
- Dozens of leading third party data sources
- TV partner viewership data
In addition, partners can benefit from privacy-safe access to data for creating objective, independent reporting both pre- and post-campaign. Data can be used to inform segmentation and campaign planning, verify campaign reach and frequency, and perform conversion and cross-channel attribution analysis.
“The world’s biggest brands look to Starcom Mediavest Group to drive innovation in video advertising,” said Tracey Scheppach, EVP of Precision Video at Starcom Mediavest Group. “Acxiom is a go-to partner for TV data onboarding and connectivity with our media partners, and has become a leader and a trusted partner in the advanced TV advertising space. Its capabilities provide scale, automation and flexibility for data used for TV and online campaigns and reports that are driving real, powerful results.”
“We like the (Audience Interconnect™) deal because its bolsters Acxiom’s already interesting position in addressable TV, possibly the largest untapped market in advertising,” said Brett Huff, equity research analyst at Stephens. “We think this gives Acxiom’s Connectivity business real and robust connections to targeted TV ad space, which is hard to find.”
Acxiom’s announcement of the expansion of its targeted TV capabilities was made at CES, the global consumer electronics and consumer technology tradeshow that takes place every January in Las Vegas, Nevada.
Acxiom is an enterprise data, analytics and software as a service company that uniquely fuses trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. For more information about Acxiom, visit Acxiom.com.