Twitter signs Acxiom for ad targeting

Twitter is ramping up its advertising services by expanding an existing relationship with Acxiom, which will allow brand owners to select from 135 different audience categories to refine their targeting.
Acxiom’s new business team have been on a major winning streak of late; last week the firm signed a deal with Dennis Publishing, while in February it scooped the Facebook account. Other recent partnerships include Chinese social media site Weibo, and eBay.
As part of this deal, Acxiom will boost Twitter’s own customer data by offer segments such as behaviour, lifestage, demographics and household information, and span all industries, including financial services, retail, auto and consumer packaged goods.
The data giant is currently a marketing platform partner in Twitter’s “tailored audiences programme”, which launched last year, allowing advertisers to match their customer lists to users on Twitter. Marketers will be able to access the new services through the Twitter user interface on ads.twitter.com.
Acxiom group vice president of global partner development Dana Hayes Jr said: “We have seen tremendous results from clients who have used first party and Acxiom data, for targeting ad campaigns on Twitter.
“Behaviour targeting will offer another way for advertisers to have access to Acxiom data sets and scale, for precisely targeting customers and prospects on Twitter.”