Acxiom Makes Data Available for Streamers Via TransUnion

By Jon Lafayette
( Broadcasting & Cable )
published

Advertisers can fine-tune their CTV audience strategy

Acxiom said it made a deal with TransUnion that will make Acxiom’s audiences available for targeting ads on streaming media through TransUnion’s TruAudience Data Marketplace.

Acxiom

The companies said the Acxiom data enabled advertisers to fine-tune their audience strategies in new channels, including CTV, streaming audio and gaming.

Also: Merkle's Merkury Data Platform Using TransUnion Marketplace for CTV Ads

“As the media ecosystem continues to evolve, Acxiom is excited to integrate with the TruAudience Data Marketplace to deliver precision at scale for advertisers,” said Conor Burgess, VP, advanced TV at Acxiom. “The growth­­ of CTV continues to exceed marketplace expectations – and the partnership between Acxiom and the TruAudience Data Marketplace enables unprecedented reach while leveraging best in class data from Acxiom.”

TransUnion Merkle

(Image credit: TransUnion)

The TruAudience Data Marketplace is a privacy-conscious, end-to-end solution for executing high-fidelity streaming and omnichannel campaigns with consistency and scale. The marketplace is integrated with leading streaming publishers, DSPs and SSPs.

“Our partnership with Acxiom will provide a boost to recognizing and reaching omnichannel audiences across the streaming media ecosystem,” said Michelle Swanston, VP of customer success and data marketplace at TransUnion. “Now available via the TruAudience Data Marketplace, Acxiom’s scaled data will power meaningful reach across tens of millions of smart TVs, smart speakers and gaming consoles.” ■

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.