Deeper Integration Leverages People-Based Data to Unlock Hard-to-Reach Audiences, Improving Accuracy and Scale
LITTLE ROCK, Ark.–(BUSINESS WIRE)– 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 technology company. The collaboration unites two industry pioneers in marketing technology 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 Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute, and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud™ provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross device advertising.
Founded in 1999, Viant owns and operates Adelphic and Myspace and is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with over 100 influential brands including People, Sports Illustrated, Fortune, and Time.
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.