As more marketers look to tap into precise data to target consumers across channels, Acxiom and Time Inc.’s Viant said they’re extending an existing relationship to offer marketers and agencies improvements in audience targeting, scale and measurement.
Acxiom will use its data to target customers across the Viant Advertising Cloud platform. By combining Viant’s first-party registered consumer base and Advertising Cloud platform with Acxiom’s consumer insights, the partnership aims to allow advertisers to access omnichannel data.
“The Acxiom partnership further extends Viant’s commitment to enabling brands' people-based strategies by providing seamless activation of customer data across all media channels and devices while enabling true measurement of advertising impact, both online and in-store,” Jon Schulz, CMO, Viant, told Real-Time Daily via email.
“By further joining forces with Viant, we are... helping [advertisers] tap into consumers that were previously difficult to target before the connection between the platforms,” stated Anne Doherty, senior vice president of sales, Acxiom's Audience Solutions division.
By integrating with Acxiom, Viant said it will increase its own registered user base, which links back to 113 million households and 550 million devices in the U.S.
Viant, a so-called “people-based” ad-tech firm, owns and operates Adelphic and Myspace. In 2016, it became a subsidiary of media giant Time, Inc.