• by Erik Sass , Staff Writer @eriksass1, March 6, 2015

Twitter is joining forces with data management platform Acxiom to offer advertisers new audience targeting capabilities, the partners announced this week. The agreement will allow advertisers to use behavioral and other types of targeting to reach audience segments provided by Acxiom, as well as segments based on Twitter’s own data.

Through the partnership, Twitter advertisers will be able to choose from among 135 different Acxiom audience categories to segment their Twitter audience, based on behaviors, life stages, demographic characteristics, and household information. The categories span marketing categories including financial services, retail, auto and consumer packaged goods, and can be combined with other targeting options like interest targeting.

Acxiom is currently a Marketing Platform Partner in Twitter’s tailored audiences program, which launched last year and allows advertisers to match their own customer lists to Twitter users. Advertisers can access the new data tools for audience targeting via the Twitter advertiser interface at ads.twitter.com.

Last month Acxiom launched LiveRamp Connect, the company’s revamped data “on-boarding” solution combining Acxiom’s AOS (Audience Operating System) and LiveRamp’s Go ad tech connections. Marketers will be able to use LiveRamp Connect to “on-board” offline data to the digital realm, allowing them to use that data for targeting in programmatic exchanges.

Also last month, Acxiom joined Facebook’s Marketing Partners Program as a data provider. The inclusion makes Acxiom’s audience data and on-boarding capabilities in the U.S., France, Germany and the UK available to Facebook marketers.