Acxiom (pronounced "ax-ee-um") is a Conway, Arkansas-based

database marketing Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. The method of communication can be any addr ...

company. The company collects, analyzes and sells customer and

business information Business intelligence (BI) comprises the strategies and technologies used by enterprises for the data analysis and management of business information. Common functions of business intelligence technologies include reporting, online analytical p ...

used for

targeted advertising Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focu ...

campaigns. The company was formed in 2018 when Acxiom Corporation (since renamed

LiveRamp LiveRamp Holdings, Inc. (commonly LiveRamp), is a San Francisco, California-based SaaS company that offers a data connectivity platform whose services include data onboarding, the transfer of offline data online for marketing purposes. The comp ...

) spun off its Acxiom Marketing Services (AMS) division to global advertising network

Interpublic Group of Companies The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a ...

. The company has offices in the

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Europe Europe is a large peninsula conventionally considered a continent in its own right because of its great physical size and the weight of its history and traditions. Europe is also considered a subcontinent of Eurasia and it is located entirel ...

and

Asia Asia (, ) is one of the world's most notable geographical regions, which is either considered a continent in its own right or a subcontinent of Eurasia, which shares the continental landmass of Afro-Eurasia with Africa. Asia covers an are ...

History

The business that became Acxiom was founded in 1969 as Demographics, Inc. by Charles D. Ward in Conway, Arkansas. In 1988 it became Acxiom Corporation, and by 2012, the

New York Times ''The New York Times'' (''the Times'', ''NYT'', or the Gray Lady) is a daily newspaper based in New York City with a worldwide readership reported in 2020 to comprise a declining 840,000 paid print subscribers, and a growing 6 million paid ...

reported that the company had the world’s largest commercial database on consumers. On May 14, 2014, Acxiom Corporation announced that it had acquired

, a data onboarding company, for $310 million. In January 2017, Acxiom Corporation launched Audience Cloud, an anonymous targeting tool that allowed demographic segmentation of customers without revealing their actual identities. In February 2018, Acxiom Corporation announced a reorganization into two divisions - Acxiom Marketing Solutions (AMS) and LiveRamp. In July, advertising company

(IPG) announced they were buying Acxiom Corporation's AMS business for $2.3 billion. In September, Acxiom Corporation officially changed its name to LiveRamp, allowing the AMS business owned by IPG to keep the Acxiom name. Also in September, the company introduced an open data framework allowing clients to combine online and offline data sources. In December 2019, Acxiom integrated its data on AWS Data Exchange.

Business

Acxiom provides anonymized customer data to marketers, allowing the delivery of more relevant ads to consumers, with more effective measurement. Acxiom's client base in the United States consists primarily of companies in the financial, insurance and investment services, automotive, retail, telecommunications, healthcare, travel, entertainment, non-profit and government sectors.

Products

*Audience Cloud identifies anonymous audience segments, and matches them with publications to display targeted ads when a member of the audience visits a particular site. *Global Data Navigator service allows agencies to select global data elements by country. *InfoBase is the company's brokered warehouse of consumer data. *Personicx is a customer segmentation tool. *Unified Data Layer (UDL) uses cloud architecture to help firms connect online and offline data, to better identify consumers' identities, with a goal of complying with

GDPR The General Data Protection Regulation (GDPR) is a European Union regulation on data protection and privacy in the EU and the European Economic Area (EEA). The GDPR is an important component of EU privacy law and of human rights law, in parti ...

privacy laws.

Locations

Acxiom's headquarters is located in Conway, Arkansas, United States. The company has additional U.S. offices in

Austin, Texas Austin is the capital city of the U.S. state of Texas, as well as the seat and largest city of Travis County, with portions extending into Hays and Williamson counties. Incorporated on December 27, 1839, it is the 11th-most-populous city ...

, Downer's Grove, Illinois and New York, New York. International offices are located in the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the European mainland, continental mainland. It comprises England, Scotlan ...

Germany Germany,, officially the Federal Republic of Germany, is a country in Central Europe. It is the second most populous country in Europe after Russia, and the most populous member state of the European Union. Germany is situated betwe ...

Poland Poland, officially the Republic of Poland, is a country in Central Europe. It is divided into 16 administrative provinces called voivodeships, covering an area of . Poland has a population of over 38 million and is the fifth-most populou ...

, and China.

References

External links

* {{Interpublic Business intelligence companies Data collection Information privacy Technology companies of the United States Companies based in Arkansas Business services companies established in 2018 Technology companies established in 2018 2018 establishments in Arkansas