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Acxiom, Twitter Expand Partnership

1 min read

Acxiom Corp. of Little Rock said Thursday that it has expanded its partnership with global microblogging giant Twitter Inc. of San Francisco.

The publicly traded data services company said the partnership will “augment Twitter’s current targeting capabilities for advertising.”

As a result of the agreement, advertisers will be able to target advertising to Twitter users based on 135 Acxiom audience categories, which are defined by behavior, life stages, demographics and household information. 

Acxiom said the result is “greater marketing efficiency and more engaging brand experiences.”

“We have seen tremendous results from clients who have used first party and Acxiom data, for targeting ad campaigns on Twitter,” Dana Hayes Jr., Acxiom’s group vice president of global partner development, said in a news release. “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 began its partnership with Twitter in January, joining Twitter’s tailored audiences program, which allows advertisers to match their customer lists to users on Twitter.

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