Twitter’s Behavior Targeting and Partner Audiences Program to Leverage Acxiom’s
Third Party Data To Power-up Its Advertising Reach
LITTLE ROCK, Ark. – Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and software-as-a-service company, announced that it has expanded its global data partnership with Twitter, the global platform for public self-expression and conversation in real time, to augment Twitter’s current targeting capabilities for advertising.
[blockquote cite=”Dana Hayes Jr., group vice president, global partner development at Acxiom” type=”left”]Behavior targeting will offer another way for advertisers to have access to Acxiom data sets and scale, for precisely targeting customers and prospects on Twitter.[/blockquote]
Twitter’s behavior targeting offers a new way to reach existing and potential customers from audiences provided by Acxiom, in addition to Twitter’s own data. As part of the agreement, advertisers will now be able to select from 135 Acxiom audience categories to define or find a group of users on Twitter –these categories are selected by behavior, life stages, demographics and household information, and span all industries including financial services, retail, auto and consumer packaged goods. Infused with Acxiom’ rich, high accuracy data, this new form of targeting, coupled with other targeting options like interest targeting, will result in greater marketing efficiency and more engaging brand experiences.
For example, Twitter’s behavior targeting will enable auto advertisers to select audiences who are in the market for a new car, and consumer package goods companies can reach audiences who have purchased their product category in the past. Additionally, advertisers will be able to expand the reach of campaigns with behavior targeting to Twitter users who align with those selected behaviors.
“We have seen tremendous results from clients who have used first party and Acxiom data, for targeting ad campaigns on Twitter,” said Dana Hayes Jr., group vice president, global partner development at Acxiom. “Behavior targeting will offer another way for advertisers to have access to Acxiom data sets and scale, for precisely targeting customers and prospects on Twitter.”
Acxiom is currently a Marketing Platform Partner in the tailored audiences program, which launched last year, allowing advertisers to match their customer lists to users on Twitter. The addition of Twitter’s behaviors and partner audiences will further Twitter’s reach, by providing access to Acxiom data and segmented audiences, for use by marketers, directly through the Twitter user interface on ads.twitter.com.
Acxiom is an enterprise data, analytics and software-as-a-service company that uniquely fuse trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. For more information about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of Acxiom Corporation.