Launch of Acxiom TV Enables Activation of Audience Data across All Television Ad Platforms
06 January 2016 - 2:00AM
Business Wire
Enables Partners to More Precisely Leverage All
TV Advertising Platforms, including Addressable, National, Spot
Cable, Broadcast, VOD and Online
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.
About Acxiom
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.
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version on businesswire.com: http://www.businesswire.com/news/home/20160105005363/en/
AcxiomInes Gutzmer, 404-434-0237Corporate
Communicationsines.gutzmer@acxiom.com(GACXM)
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