Deeper Integration Leverages People-Based Data to Unlock Hard-to-Reach Audiences, Improving Accuracy and Scale
(Little Rock, AR, March 28, 2017) – Acxiom® (Nasdaq: ACXM), the data foundation for the world’s best marketers, today announced an expanded partnership with Time Inc.’s Viant, a people-based advertising software company. The collaboration unites two industry pioneers in advertising software and first-party data to offer marketers, advertisers and agencies greater accuracy and scale, in addition to improved measurement capabilities, when using Acxiom data to target customers across the Viant Advertising CloudTM platform.
“By further joining forces with Viant, we are unlocking a wealth of information for advertisers and helping them tap into consumers that were difficult to target before the connection between the platforms,” said Anne Doherty, senior vice president of sales, Acxiom’s Audience Solutions division. “We look forward to Viant becoming a premium destination in the Acxiom Audience Cloud™ and expect to provide an even stronger omnichannel marketing solution based on this expanded partnership.”
As PwC predicts online ad spending will exceed $75 billion next year, marketers must use accurate, omnichannel data to ensure their dollars are best spent via people-based marketing efforts to reach the right consumers across all channels. By combining Viant’s first-party registered user base and Advertising Cloud platform with Acxiom’s identity resolution and consumer insights, advertisers can now access a premier collection of accurate, accountable and ethical omnichannel data.
“People-based marketing enables marketers to reach real people across all of their devices, powered by the breadth and depth of our proprietary first-party data and an unmatched portfolio of data partners,” commented Jon Schulz, CMO at Viant. “Our expanded partnership with Acxiom helps marketers navigate the increasingly more complex customer journey by enabling them to message real people across all channels and devices. Marketers can now benefit from two industry leaders with unparalleled scale and accuracy.”
Viant® is a leading people-based advertising software company that enables ad buyers to plan, buy, and measure their advertising investments. Its self-service DSP for omnichannel advertising, Adelphic®, provides the ability to execute programmatic advertising campaigns across Connected TV, linear TV, mobile, desktop, audio and digital out-of-home. Viant’s Identity Resolution capabilities have linked 115 million U.S. households to more than 1 billion connected devices, and is combined with access to more than 12,000 audience attributes from more than 60 people-based data partners. Viant is an Inc. Best Places to Work award winner. To learn more, visit viantinc.com and adelphic.com or follow us on Facebook, Twitter, Instagram, LinkedIn, and YouTube.
Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for more than 45 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. For more information about Acxiom, visit Acxiom.com.