Acxiom Taps Cadent For Data Activation Across Advanced TV, Indexed Linear

Under a newly expanded partnership, Acxiom marketer clients will now be able to use Acxiom data activate to activate campaigns on the Cadent advanced TV platform.

Advertisers can now use Acxiom data at scale across indexed linear, addressable TV, CTV and OTT, enabling faster, more efficient segment targeting and real-time, pre-campaign insights, according to the companies.

Acxiom data will be integrated with Cadent Viewer Intelligence Graph, which resolves multiple TV devices back to a viewing household, enabling national TV advertisers to de-duplicate and map audience segments into the television universe with minimal drop-off and maximum reach, they say. Marketers can overlay specific audience attributes from the broader marketplace, ad create refined audience segments that can be linked directly to TV viewing.



2 comments about "Acxiom Taps Cadent For Data Activation Across Advanced TV, Indexed Linear".
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  1. Ed Papazian from Media Dynamics Inc, November 23, 2020 at 11:57 a.m.

    Karlene, when they claim to be able to link the data to "viewing" aren't they really saying that they are linking it to set usage---not viewing---the two being quite different when it comes to targeting consumers?

  2. John Grono from GAP Research replied, November 23, 2020 at 3:51 p.m.

    And surely it would only be for "connected" TVs.

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