• by Philip Rosenstein , May 2, 2017

Ad-tech firm Acxiom has partnered with ShareThis, an intelligence-sharing company, to help customers better target consumers by pairing on- and offline data points.

The data-as-a-service collaboration will leverage Acxiom’s ad-tech, agency, premium publisher and marketer relationships, while providing access to ShareThis’ real-time digital data sets.

"Data usage for targeting has exploded with programmatic offerings, and with that a more critical eye to how data contributes to campaign effectiveness. ShareThis data sets layer real-time first party digital data sets onto Acxiom's market standard offerings, helping marketers fine-tune their media strategy and execution," Kurt Abrahamson, CEO of ShareThis, told Real-Time Daily via email.