Products and Services Documentation
Version: August 1, 2025
US InfoBase Products & Services. All of the following Products and Services are included in the definition of Data Products, as defined in the Terms of Service, and are subject to the terms available in the Data Products Addendum (USA).
Acxiom Audiences. An Acxiom-generated name and address data file will be pulled from one of Acxiom’s Audience files based on Client-provided selection criteria set forth in an approved Order (available in the Data Products Addendum (USA)). The file will be provided to Client for the permitted use(s) specified therein:
Consumer List. A comprehensive, national prospect file of approximately 260 million individuals and 190 million households designed to identify new people with hundreds of demographic, homeowner, buying behavior, financial, health-related and interest selectors. Consumer List provides a range of economic activity, marketability, and deliverability to help marketers better understand, reach, and identify their desired audience effectively. This list is updated monthly and is multi-sourced, including county recorder and tax assessor files, telephone directories, and online and self-reported sources.
Real Property. A database of name, address, key property, and loan-related characteristics consisting of approximately 84 million individuals and 69 million households that uses the latest recorder and assessor files to provide the most current ownership of properties and mortgage information. Market values are recalculated, and new tax, assessment, and other data elements are also added monthly. Real Property presents a variety of key property and loan selects to choose from: year constructed, home size, presence of pool, loan type, loan transaction type, available equity, and lendable equity and is enhanced with InfoBase demographic data for more precise engagement of homeowners.
New Borrowers. Up-to-date real property information (approximately 2 million records, updated weekly) for known homeowners who have recently obtained increased buying power from either a refinance or an equity loan. Homeowners may be looking for additional home-related products and services to raise the value of their properties- this segment is suited for marketers of all home-related products and services, including major appliances and furniture.
New Homeowners. Up-to-date real property information (approximately 2 million records, updated weekly) for people who have recently purchased a new home. This data comes directly from U.S. county recorders’ offices and includes demographics, along with specific indicators to identify owners of newly constructed homes. New homeowners represent a segment establishing new buying patterns with a high degree of purchasing power.
New Movers. Current information (approximately 8 million records) available for those who recently moved, multi-sourced from real property information provided by the U.S. county recorders’ offices, as well as a variety of national, regional, and local consumer sources. This file is updated with approximately 400,000 new mover records per week, enabling the exceptional opportunity to recognize new movers between 1 and 12 weeks from their move.
Pre-Movers. A list compiled from sources in the public domain (approximately 1.5 million records) that indicate households that have listed their homes for sale. When possible, household names and demographics are attached to the addresses of the pre-movers. The list is compiled weekly, and records are dropped after three months. Currently, the Pre-Movers List has approximately 350,000 new records added each week for marketers looking to reach households during the critical "eager-to-buy" phase before a move occurs. This file is also useful for customer retention and messaging purposes to customers who are about to move.
Family Ties. An individual-level file that includes people (200 million+, updated monthly) who have an adult, living relative (such as a parent or grandparent or adult child) that may or may not live within the same physical address and may or may not have the same last name. This file provides insights into family relationships that extend beyond traditional household boundaries and may have an influence on, or a stake in, an individual’s decisions.
New Parents. An audience of approximately 5.5 million records, updated monthly, providing insight into individuals, aged 18-50, that became a parent for the first time or are welcoming additional children into their lives within the past 2 years. This audience is designed to connect with parents making important buying decisions for their baby and their household using InfoBase demographic information.
College Students. An audience of approximately 10 million records, updated monthly, providing insight into current and potential college students, coupled with deterministic and probabilistic InfoBase information. This audience is designed to effectively target new individuals with specific demographics, such as age, income, household behaviors, interests, and Personicx segmentation clusters.
Residential Address List. An occupant file that carries one representation for every available U.S. residential address and post office box. It includes approximately 150 million addresses (updated monthly), which constitute 99 percent of the residential delivery points in the United States, that are included regardless of the address quality score on a given record. The addresses are highly deliverable for third-class mail. Codes on the file allow marketers to identify and eliminate records based on the desired quality of an address and type of address (e.g., post office box). It is best used by companies that need to know the total number of possible addresses for the purpose of surveys, polling, or market analysis.
Addressable Universe. A selection from 340 million marketable individuals to further campaign objectives with a focus on addressability. This universe also contains more than 900 million email addresses and 220 million phone numbers to maximize scope and precision. Proprietary logic is used to score and select the best name and address variations along with ranking the top 10 email addresses and phone numbers for each person for increased matching capabilities. Addressable Universe popular use cases include digital, upsell and customer retention campaign use as well as expanded touchpoints (for email addresses and phone numbers).
Enhancement Services. Application of one or more of the following enhancement Services to Client-provided records, or Acxiom-provided audiences, to append the data and/or modeled elements set forth in the approved Order. Appended elements are provided for the permitted use specified in the Order.
InfoBase Enhancement. The largest collection of multi-sourced demographic, real property, vehicle, lifestyle, and behavioral information available to inform digital and offline marketing.
Personicx. A precise segmentation suite using scientific techniques to allow brands to more distinctly refine products and marketing programs to match the needs and wants of customers and prospects. The segmentation suite may be used to personalize offerings, go-to-market strategies, and the experiences delivered. They can be used to optimize the creation, distribution, pricing, and promotion of products over time based on the actual success rate with each customized segment.
Audience Propensities. Market-leading behavioral and attitudinal indicators based on known, actionable information, tied to shopping intent, attitudinal data, and media behavior. These attributes predict brand affinity and preferences, in-market interests and timing, and media viewing habits.
Partner Audience Propensities. Acxiom’s offering of granular consumer insights, covering more than 3,000 data points to drive better customer intelligence leveraging certain industry-leading data sources. This product enables brands to customize data segments to create a holistic view of a person and tailor campaign messaging to reach ideal prospects effectively.
InfoBase Suppression. Applies one or more of the following suppression Services to Client-provided records and appends the associated flag(s), as set forth in the approved Order: prison, deceased, DMA phone, DMA email, DMA mail, SAG phone, FTC do-not-call, wireless phone, bankruptcy, and tax liens and judgements. Suppression flags typically designate records that are a best practice to withhold from campaign segmentation.
Geospatial. Applies Acxiom’s Geocoding and/or Market Indices processes to Client-provided records to append certain geospatial data fields at the lowest available level (address, street, ZIP+4, ZIP+2, or ZIP), as set forth in the approved Order. Appended elements are provided for the permitted use specified in the Order.
Match Multiplier Enhancement. Applies Acxiom’s proprietary Match Multiplier Enhancement Service to Client-provided name and address records to append up to ten (10) email addresses and/or up to ten (10) phone numbers for Recognition permitted use only, as set forth in the approved Order.
Record Completion Services. Application of one or more of the following record completion Services to Client-provided records as set forth in the approved Order. Appended elements are provided for the permitted use specified in the Order.
InfoBase Phone Append Confirm. Process where matching Client-provided name and address records have the source phone number (if provided) "confirmed", and/or the source record receives an appended phone number.
InfoBase Reverse Phone Append. Process where matching Client-provided phone number records receive an appended name and physical address. Records submitted for InfoBase Reverse Phone Append must be limited to Client’s Existing Customers.
InfoBase Email Append. Process where matching Client-provided name and address records receive an appended email address. Records submitted for InfoBase Email Append must be limited to Client’s Existing Customers.
InfoBase Reverse Email Append. Process where matching Client-provided email records receive an appended name and physical address. Records submitted for InfoBase Reverse Email Append must be limited to Client’s Existing Customers.
InfoBase Address Append. Process where matching Client-provided name and ZIP Code records receive an appended name and physical address.
InfoBase Trade Area Append. Process that uses Client-provided "Store File" (containing consumer name and visited store ID) and "ZIP File" (containing store ID and store ZIP Code, prioritized by store location) are used to create a file of matching records meeting the pre-determined confidence code criteria for receiving an appended physical address. The resultant output records will contain consumer name, associated store ZIP Code, and appended physical address.
Connector Services
Audiences. Client’s personally identifiable information (PII) or Real IDs, as applicable, may be shared with Acxiom as specified in the documentation to create Online Audiences within an Acxiom application consisting solely of Client’s Pseudonymized Real IDs (a "First Party Audience") or expanded to include Pseudonymized Real IDs selected from Acxiom’s Data Products that share attributes with Client’s Pseudonymized Real IDs. When requested, Client may designate Online Audiences for distribution by Acxiom to available Publishers as a custom audience within the Publisher’s services. As used herein, "Online Audience" refers to a file of Publisher-specific pseudonymous IDs.
Publishers & Reporting. Every Online Audience distributed by Acxiom is subject to approval and acceptance by the applicable Publisher. The parties’ use of the Publishers will be governed by separate agreements with the Publishers. Each party will be directly responsible to the Publishers for its acts and omissions in use thereof, and neither party shall be responsible to the other for a Publisher’s acts or omissions. Client specifically acknowledges and agrees that where the Publisher is Facebook, Acxiom will be required to accept, on Client’s behalf, Facebook’s then- "Custom Audience Terms", accessible at Facebook’s website. Client will comply with such Custom Audience Terms. Client agrees to provide Acxiom with Facebook Ad Account Analyst Access to use solely for the purpose of creating usage reports for billing purposes.
Acxiom Analytic Reporting Services
Data & Identity Health Assessment. A full diagnosis of Client-provided records, including, but not limited to, duplicate records, inaccurate records, undesirable records, and suppressions. The assessment identifies areas for correction, providing an up-to-date view of the usability of the data using Acxiom’s customer data integration, hygiene, and standardization processes. A standard set of reports are produced and provided to Client.
Data Portrait Analysis. An Acxiom-standard analysis comparing Client-provided PII or Pseudonymized Real IDs, appended with certain InfoBase Enhancement data elements, to a national reference population of U.S. consumers drawn from InfoBase Consumer List.
The analysis will create a standardized series of charts and graphs providing Client with detailed views into the applied demographics, lifestyles, interests, and consumer segments, available via a single set of reports and/or an executive summary outlining the results. The report set will be provided to Client upon completion of the processing.
The Data Portrait Analysis report set is a derivative of Acxiom’s proprietary InfoBase Data Products, and its contents constitute Acxiom Intellectual Property, as defined in the Terms of Service. Client is granted a non-exclusive, perpetual, non-transferable license to the analysis results, as provided via the report set, solely for use in Client’s own internal analytic business purposes.
Data and Insights Discovery Analysis. An Acxiom-standard analysis identifying and summarizing recommended data elements based on the analysis performed.
InfoBase and Audience Propensity elements are chosen based on a logistic model comparing the same target and reference audiences.
The resulting analysis will contain a standardized series of diagrams in a single set of reports. Report set will provide the Client with detailed views of the data including an infographics view, listings of InfoBase data elements in order of how predictive they were in the model, and listings of essential Audience Propensity data elements. An executive summary using the report set to outline results will be provided to Client upon completion of the processing.
The Data and Insights Discovery Analysis report set is a derivative of Acxiom’s proprietary InfoBase Data Products, and its contents constitute Acxiom Intellectual Property, as defined in the Terms of Service. Client is granted a non-exclusive, perpetual, non-transferable license to the analysis results, as provided via the report set, solely for use in Client’s own internal business purposes.
US Hygiene Services
Clean Data Quality. Converts and normalizes Client-provided records using Acxiom’s proprietary standard practices for name, email, phone, and postal address, including Acxiom’s CASS™ Certified software.
Enhance Data Quality. Converts and normalizes Client-provided records using Acxiom’s proprietary standard practices for name, email, phone, and postal address, including Acxiom’s CASS™ Certified software, and will apply Acxiom’s proprietary occupancy-based address enhancements.
Data Quality Mail Package. Standardizes Client-provided records using DSF2 and NCOALink for mailing purposes, subject to the NCOA PAF requirements available in the Terms of Service.
Real Identity Cloud Services. Acxiom will provide Client with Real Identity Services as specified in a Order via applicable the Acxiom application(s) for Real ID Generation, Activation, Data Exploration and Data Portrait Analysis Reports. Client will access and use the Acxiom applications as set forth in the applicable documentation.
Real ID Generation. Client may submit PII records to the Real Identity application which matches the Client records against the Acxiom proprietary Real Identity graph. When matches are found, the Real Identity application will generate and share certain Client-encoded, pseudonymized (as applicable) Real IDs with the Client via the application.
Data Exploration. Client’s Pseudonymized Real IDs may be shared with Acxiom so that they can append available taxonomized data elements from Acxiom’s Data Products to Client’s Pseudonymized Real IDs to be used solely within Client’s cloud provider environment for Analytics and audience creation for Activation, as set forth herein.
Data Portrait Analysis Reports. See Analytics Reporting Services, Data Portrait Analysis description above.
Activation. See Connector Services description above.