Acxiom Steps Up Licensing Consumer Identity Data: Strikes Deals With MRI, Kiip

Acxiom, one of the biggest of U.S. Big Data firms, has announced two significant integrations enabling advertisers and agencies to target Americans with much greater fidelity.

The deals, announced Tuesday with media researcher GfK MRI and with mobile marketing platform Kiip, are noteworthy, because they come as American marketers, agencies and media companies are scrambling for even more rigorous consumer data privacy policies.

In its deal wtih GfK, Acxiom’s data segmenting American consumers will be integrated with MRI’s respondent-level survey data enabling advertisers, agencies and media to target people’s media usage and product purchase behaviors based on Acxiom’s segments.

The new product, dubbed “MRI powered by Acxiom,” will enable MRI customers to use either syndicated segments, or customized ones available through Acxiom’s Audience Cloud and its LiveRamp Data Store.



GfK executives said most of the examples the company has processed to date are proprietary for unidentified clients, but they offered a few generic examples to illustrate how it works.

One of the examples involved an ad agency developing a media campaign for a fast-food brand using MRI’s as the basis of its plan.

“We sent the same MRI data used for the media plan through Acxiom to be modeled to the addressable U.S. and then delivered to an analytics company to perform an attribution analysis,” said GfK Vice President-Marketing Communications Dave Stanton, adding, “Then looking at the people who showed up at the fast-food location comparing those exposed and not-exposed to the ad, and those within and outside the intended consumer target, they can determine the efficacy of the campaign and how well that particular target group performed.”

In the case of Kiip, the mobile marketing firm is licensing Acxiom’s LiveRamp Identity Data Store to identify users’ by their device ID profiles when they show up as users in Kiip’s “moments.”

Kiip’s moments methodology enables brands to target users when they are conducting or completing an explicitly relevant action, such as finishing a run, shopping at a store or checking in at an airport.

“We take the anonymous device ID and create rich data sets based on real-world actions so, unlike most third-party behavioral data (someone was reading an article about running) we create audiences based on real world actions (someone went for a run last week). All non-PII, privacy compliant,” explains Kiip Chief Strategy Officer Adam Broitman.

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