Acxiom has signed a major deal with Facebook giving advertisers on the social media site access to highly detailed personal information on its users on both sides of the Atlantic.
The data giant is joining the newly renamed Facebook Marketing Partners Program, meaning that Acxiom’s audience data – including on and offline customer and behavioural information – in the UK, US, France and Germany will be available to Facebook marketers around the world.
Designed to help Facebook’s advertisers better connect with people more inclined to buy certain products or services, marketers using the scheme will be able to take advantage of Acxiom’s marketing technology expertise in areas such as cross-channel recognition and data onboarding (a process which enables offline data to be used in the digital arena).
Acxiom group vice-president of global partner development Dana Hayes said: “As part of the new Facebook Marketing Partners Program, we’re pleased to further extend our services and expertise to marketers globally.
“We are looking forward to continuing to deliver effective marketing practices and data-driven consumer experiences for brands all over the world.”
Acxiom’s UK clients include Santander, American Express, Axa-SunLife, The Guardian, Sony and Virgin Media while last year the business also signed a deal with eBay, allowing UK advertisers to boost segmentation and targeting to the auction and ecommerce site’s 18 million users.
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