The new Addressable Advertising suite integrates Acxiom’s data, data management and identity capabilities with Matterkind's addressable media capabilities. The solution is designed to connect a brand’s advertising strategies, media buying, campaign execution and campaign measurement.
Acxiom claims that the integration of brands' first-party data with its own third-party data, combined with embedded analytics and AI, will drive superior campaign performance.
The solution is part of Acxiom's push to provide media planning and execution services, in addition to data management services.
plans to launch a series of marketing solutions in partnership with agencies that use IPG's open architecture model, which enables integration of the partners' capabilities.