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Definition

Acxiom

Contributor(s): Matthew Haughn

Acxiom is an identity-based marketing company and data broker that specializes in personalized marketing.

The company provides customer tracking and preferences across numerous sites and digital mediums. Acxiom provides individual customer targeting while maintaining anonymity. Acxiom has customers in the automotive industry, as well as healthcare, travel, entertainment, insurance, financial services and retail.

Acxiom’s products include:

  • Audience solutions - tools to identify anonymous individuals as members of interest segments to target with specific publications for targeted advertisements as triggered by visiting specific sites.
  • Identity solutions - tools that recognize consumers across sites and digital mediums.
  • Unified Data Layer – an open trusted data framework that connects to other ecosystems like Martech and Adtech.
  • Omnichannel audience solutions – for identification, targeting and engaging customers across the marketing ecosystems.
  • Omnichannel Analytic Solutions – for analyzing advertising campaigns across platforms.
  • Omnichannel Collaborations Solutions – configures combination of data across ecosystems allowing the value to be gotten from it.

Acxiom was started out by Charles D. Ward, as a business called Demographics, Inc. The company came from its beginnings in 1969 changing to Acxiom in 1988 and claiming the world’s largest database of consumers by 2012.

The company grew further after acquiring LiveRamp for $310 million, which owned a site Aboutthedata.com that formerly allowed consumers to transparently view and edit their personal marketing data on the LiveRamp’s site. The two companies split in September 2018 and now the data previously transparently available belongs to Acxiom. Acxiom allows individuals to submit personal details, it claims, to have the record under them deleted, but customers may not look at and edit their data any longer.

This was last updated in August 2019

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