Starcom MediaVest Group Seals Long-Term Data Deal With Acxiom


Acxiom has been perceived as an agency by many parts of the ad industry, including this publication, but now the data giant has sealed a multi-year deal with one of the biggest media agencies in the business: Starcom MediaVest Group.

The deal lets Starcom use Acxiom’s Audience Operating System, which enables audience segmentation and targeting across online and offline media using first-party and third-party data. Some clients have already used the platform in beta, but the ultimate goal is more involved than simply extending that access: The two firms aim to develop new applications for the system, such as targeting TV advertising.

“We believe leveraging Acxiom client data with third-party media data across any channel is going to shape the market in years to come,” said Laura Desmond, CEO at Starcom MediaVest Group, which is part of Publicis Groupe.

Continue reading at AdAge.com

Via AdAge

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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