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.

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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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