Company type | Division |
---|---|
Industry | Database marketing |
Founded | Conway, Arkansas, U.S. (2018) |
Headquarters | Conway, Arkansas, U.S. |
Key people | Chad Engelgau, CEO |
Products | Audience Cloud Global Data Navigator InfoBase Personicx Unified Data Layer Real Identity |
Number of employees | 2,100+ (2018) [1] |
Website | Official website |
Acxiom (pronounced "ax-ee-um") is a Conway, Arkansas-based database marketing company. The company collects, analyzes and sells customer and business information used for targeted advertising campaigns. [2] The company was formed in 2018 when Acxiom Corporation (since renamed LiveRamp) spun off its Acxiom Marketing Services (AMS) division to global advertising network Interpublic Group of Companies. [3]
The company has offices in the United States, Europe and Asia.
The business that became Acxiom was founded in 1969 as Demographics, Inc. by Charles D. Ward in Conway, Arkansas. [4] In 1988 it became Acxiom Corporation, and by 2012, the New York Times reported that the company had the world’s largest commercial database on consumers. [5] [4]
On May 14, 2014, Acxiom Corporation announced that it had acquired LiveRamp, a data onboarding company, for $310 million. [6]
In January 2017, Acxiom Corporation launched Audience Cloud, an anonymous targeting tool that allowed demographic segmentation of customers without revealing their actual identities. [7]
In February 2018, Acxiom Corporation announced a reorganization into two divisions - Acxiom Marketing Solutions (AMS) and LiveRamp. [8] In July, advertising company Interpublic Group of Companies (IPG) announced they were buying Acxiom Corporation's AMS business for $2.3 billion. [1] In September, Acxiom Corporation officially changed its name to LiveRamp, allowing the AMS business owned by IPG to keep the Acxiom name. [3] [9] Also in September, the company introduced an open data framework allowing clients to combine online and offline data sources. [10]
In December 2019, Acxiom integrated its data on AWS Data Exchange.[ citation needed]
Acxiom provides anonymized customer data to marketers, allowing the delivery of more relevant ads to consumers, with more effective measurement. [11]
Acxiom's client base in the United States consists primarily of companies in the financial, insurance and investment services, automotive, retail, telecommunications, healthcare, travel, entertainment, non-profit and government sectors. [12]
Acxiom's headquarters is located in Conway, Arkansas, United States. [5] The company has an additional U.S. office in New York, New York. International offices are located in the United Kingdom, Germany, Poland, and China. [16]