DataXu and Acxiom Expand Partnership
- by Saida Ayupova
Acxiom announced on January 31st that it has expanded its partnership with DataXu, a provider of programmatic marketing software, to allow DataXu to license its third-party data for advanced TV and analytics solutions. This 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.
Anne Doherty, Senior Vice President of Sales at Acxiom’s Audience Solutions division, commented: “We are pleased to expand our partnership with DataXu to arm marketers with the insights they need to scale media investments across more channels. Being able to provide such valuable insights underscores the importance of our partner network and validates Acxiom’s identity resolution technology – AbiliTecÒ – 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.”
The partnership allows advertisers to 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.
Tore Tellefsen, Vice President of TV Solutions at DataXu, commented: “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. 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.”