NinthDecimal’s device association will be combined with Acxiom’s propensity household data and third-party data to reach customized consumer segments with one-to-one targeting. The goal is to provide measurement at scale across all media platforms, including TV. Being able to measure across all channels, including TV allows marketers to hold their campaigns accountable and measure success, and it also allows marketers to target their audience more directly.
NinthDecimal said that under the agreement, marketers can deliver cross-device campaigns across its network of more than 75,000 mobile apps and online display partners, or use the portable combined audience data programmatically via mobile app, mobile web, and desktop on more than 15 demand-side and data-management platforms. These same audiences can also be applied to addressable TV media channels.
“Integrating our audience intelligence with Acxiom has created another way for brands to tap into comprehensive sets of consumer household and mobile insights,” stated NinthDecimal President David Staas. “By combining Acxiom’s data with NinthDecimal’s addressable match data, we are delivering an effective solution for audience targeting and measurement across all media platforms.”
Acxiom customers can also use NinthDecimal audience intelligence to activate their first-party CRM. By having a better understanding of how customers spend their day, they can create unique segments and profiles for highly personalized marketing programs on any media platform to reach current and potential customers.
Both companies said the partnership bridges Acxiom’s data with NinthDecimal’s offline attribution solution, “Location Conversion Index.” Combining the two sources of data enables marketers to measure overall campaign results and effectiveness, including ROI metrics such as in-store foot traffic lift, across mobile, online, and TV. In addition, ad exposure data from NinthDecimal will enable Acxiom’s closed-loop return on ad spend measurement (ROAS) to deliver more effective insights into the impact digital marketing is having on both offline and online sales initiatives.