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.