Acxiom lands eBay big data business

Data and analytics giant Acxiom has secured a major deal with eBay, which will allow UK advertisers to boost segmentation and targeting to the auction and ecommerce site’s 18 million users.
Brands in the UK can now use Acxiom’s ‘direct matching’ service, part of its big data Audience Operating System (AOS) launched in September last year, to match actual and prospective customers with eBay’s user database, allowing more precise audience segmentation.
It is claimed brands will be able to serve more relevant ads, providing a better shopping experience for consumers on the site and delivering a greater return for campaigns.
The UK launch follows a successful pilot campaign with a premium German automotive manufacturer, which drove more than a two-fold increase in return on investment (ROI).
The scheme is powered by anonymised and aggregated data, matched within Acxiom’s proprietary Data Safe Haven; a key component of its Audience Operating System. All eBay data is managed through its Ad Choice programme, which lets eBay users opt-out of the programme.
UK head of eBay Advertising Phuong Nguyen said: “We help brands tap into the rich, real-time insights of our 18 million active users in the UK to deliver highly relevant campaigns with minimal wastage, and our latest partnership with Acxiom helps us further enhance this capability.
“By building campaigns based on the consumer insights that we observe on the site, we can ensure brands are targeting the right people, at the right time, with the right message; the success of our pilot with Acxiom demonstrates just how powerful this level of targeting can be.”
Acxiom chief revenue officer Nada Stirratt added: “It’s a new day for advertising and its relevance to consumers. Having our Audience Operating System work with eBay to deliver such impressive direct matching results for advertisers shows big data really is changing marketing and advertising forever.”

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