Acxiom

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Acxiom
Division
IndustryDatabase marketing
FoundedConway, Arkansas, U.S. (2018)
HeadquartersConway, Arkansas, U.S.
Key people
Dennis Self, CEO
ProductsAudience Cloud
Global Data Navigator
InfoBase
Personicx
Unified Data Layer
Number of employees
2,100+ (2018)[1]
ParentInterpublic Group of Companies
WebsiteOfficial website

Acxiom (pronounced "ax-ee-um") is a Conway, Arkansas-based database marketing company. The company collects, analyzes and sells customer and business information used for targeted advertising campaigns.[2] The company was formed in 2018 when Acxiom Corporation (since renamed LiveRamp) spun off its Acxiom Marketing Services (AMS) division to global advertising network Interpublic Group of Companies.[3]

The company has offices in the United States, Europe and Asia.

History[edit]

The business that became Acxiom was founded in 1969 as Demographics, Inc. by Charles D. Ward in Conway, Arkansas.[4] In 1988 it became Acxiom Corporation, and by 2012, the NY Times reported that the company had the world’s largest commercial database on consumers.[5][4]

On May 14, 2014, Acxiom Corporation announced that it had acquired LiveRamp, a data onboarding company, for $310 million.[6]

In January 2017, Acxiom Corporation launched Audience Cloud, an anonymous targeting tool that allowed demographic segmentation of customers without revealing their actual identities.[7]

In February 2018, Acxiom Corporation announced a reorganization into two divisions - Acxiom Marketing Solutions (AMS) and LiveRamp.[8] In July, advertising company Interpublic Group of Companies (IPG) announced they were buying Acxiom Corporation's AMS business for $USD2.3 billion.[1] In September, Acxiom Corporation officially changed its name to LiveRamp, allowing the AMS business owned by IPG to keep the Acxiom name.[3][9] Also in September, the company introduced an open data framework allowing clients to combine online and offline data sources.[10]

Business[edit]

Acxiom provides anonymized customer data to marketers, allowing the delivery of more relevant ads to consumers, with more effective measurement.[11]

Acxiom's client base in the United States consists primarily of companies in the financial, insurance and investment services, automotive, retail, telecommunications, healthcare, travel, entertainment, non-profit and government sectors.[12]

Products[edit]

  • Audience Cloud identifies anonymous audience segments, and matches them with publications to display targeted ads when a member of the audience visits a particular site.[7]
  • Global Data Navigator service allows agencies to select global data elements by country.[13]
  • InfoBase is the company's brokered warehouse of consumer data.[14]
  • Personicx is a customer segmentation tool.[15]
  • Unified Data Layer (UDL) uses cloud architecture to help firms connect online and offline data, to better identify consumers' identities, with a goal of complying with GDPR privacy laws.[10]

Locations[edit]

Acxiom's headquarters is located in Conway, Arkansas, United States.[5] The company has additional U.S. offices in Austin, Texas, Downer's Grove, Illinois and New York, New York. International offices are located in the United Kingdom, Germany, Poland, and China.[16]

References[edit]

  1. ^ a b "IPG Confirms $2.3 Billion Deal to Acquire Data Marketing Company Acxiom". adweek.com. 2018-07-02. Retrieved 2019-02-05.
  2. ^ "Acxiom Names Scott Howe CEO". clickz.com. 2011-07-28. Retrieved 2019-02-05.
  3. ^ a b "IPG Confirms $2.3 Billion Deal to Acquire Data Marketing Company Acxiom". mrweb.com. 2018-09-21. Retrieved 2019-02-05.
  4. ^ a b "Mapping, and Sharing, the Consumer Genome". nytimes.com. 2012-06-16. Retrieved 2018-05-09.
  5. ^ a b "Acxiom Corporation History". fundinguniverse.com. Retrieved 2019-02-05.
  6. ^ "Acxiom Acquires LiveRamp to Boost Offline-to-Online Data Capability". adage.com. 2014-05-14. Retrieved 2019-02-05.
  7. ^ a b "Acxiom launches Audience Cloud for unified audience segmentation and targeting". martechtoday.com. 2018-12-04. Retrieved 2018-05-09.
  8. ^ "Investors Perk Up As Acxiom Announces Strategic Review, Potential Asset Sale". adexchanger.com. 2018-02-07. Retrieved 2019-02-05.
  9. ^ "Acxiom to Divest AMS to Interpublic Group for $2.3 Billion". NASDAQ.com. 2018-07-03. Retrieved 2019-02-05.
  10. ^ a b "Acxiom Launches Tool For Linking Martech And Ad Tech". mediapost.com. 2018-09-12. Retrieved 2019-02-05.
  11. ^ "Ad giant IPG bets big on consumer data with $2.3 billion Acxiom deal". fastcompany.com. 2018-07-03. Retrieved 2019-01-14.
  12. ^ "Profile: Acxiom Corp (ACXM.O)". reuters.com. 2018-12-04. Retrieved 2018-05-09.
  13. ^ "Acxiom Expands Its Global Data Services, Adds Three Countries". mediapost.com. 2018-09-12. Retrieved 2019-02-06.
  14. ^ "Acxiom Offers InfoBase Database as a List". dmnews.com. 1998-03-10. Retrieved 2019-02-06.
  15. ^ "Acxiom Launches Personicx International". dmnews.com. 2005-02-23. Retrieved 2019-02-06.
  16. ^ "Locations". acxiom.com. Retrieved 2018-05-09.

External links[edit]