 | |
| Type | Division |
|---|---|
| Industry | Database marketing |
| Founded | Conway, Arkansas, U.S. (2018) |
| Headquarters | Conway, Arkansas, U.S. |
Key people | Chad Engelgau, CEO |
| Products | Audience Cloud Global Data Navigator InfoBase Personicx Unified Data Layer Real Identity |
Number of employees | 2,100+ (2018)[1] |
| Website | Official 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.
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Transcription
History
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 New York 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 $2.3 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]
In December 2019, Acxiom integrated its data on AWS Data Exchange.[citation needed]
Business
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
- 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
Acxiom's headquarters is located in Conway, Arkansas, United States.[5] The company has an additional U.S. office in New York, New York. International offices are located in the United Kingdom, Germany, Poland, and China.[16]
References
- ^ a b "IPG Confirms $2.3 Billion Deal to Acquire Data Marketing Company Acxiom". adweek.com. 2018-07-02. Retrieved 2019-02-05.
- ^ "Acxiom Names Scott Howe CEO". clickz.com. 2011-07-28. Retrieved 2019-02-05.
- ^ a b "IPG Confirms $2.3 Billion Deal to Acquire Data Marketing Company Acxiom". mrweb.com. 2018-09-21. Retrieved 2019-02-05.
- ^ a b "Mapping, and Sharing, the Consumer Genome". The New York Times. 2012-06-16. Retrieved 2018-05-09.
- ^ a b "Acxiom Corporation History". fundinguniverse.com. Retrieved 2019-02-05.
- ^ "Acxiom Acquires LiveRamp to Boost Offline-to-Online Data Capability". adage.com. 2014-05-14. Retrieved 2019-02-05.
- ^ a b "Acxiom launches Audience Cloud for unified audience segmentation and targeting". martechtoday.com. 2018-12-04. Retrieved 2018-05-09.
- ^ "Investors Perk Up As Acxiom Announces Strategic Review, Potential Asset Sale". adexchanger.com. 2018-02-07. Retrieved 2019-02-05.
- ^ "Acxiom to Divest AMS to Interpublic Group for $2.3 Billion". NASDAQ.com. 2018-07-03. Retrieved 2019-02-05.
- ^ a b "Acxiom Launches Tool For Linking Martech And Ad Tech". mediapost.com. 2018-09-12. Retrieved 2019-02-05.
- ^ "Ad giant IPG bets big on consumer data with $2.3 billion Acxiom deal". fastcompany.com. 2018-07-03. Retrieved 2019-01-14.
- ^ "Profile: Acxiom Corp (ACXM.O)". reuters.com. 2018-12-04. Archived from the original on 2018-05-16. Retrieved 2018-05-09.
- ^ "Acxiom Expands Its Global Data Services, Adds Three Countries". mediapost.com. 2018-09-12. Retrieved 2019-02-06.
- ^ "Acxiom Offers InfoBase Database as a List". dmnews.com. 1998-03-10. Retrieved 2019-02-06.
- ^ "Acxiom Launches Personicx International". dmnews.com. 2005-02-23. Retrieved 2019-02-06.
- ^ "Locations". acxiom.com. Retrieved 2018-05-09.
External links
This page was last edited on 18 October 2023, at 12:14