Customer intelligence company Acxiom announced a data partnership with TransUnion to provide more audience intelligence to advertisers in streaming, audio and gaming environments.
TransUnion clients will benefit from the added Acxiom intelligence through TransUnion’s TruAudience Data Marketplace. The TruAudience suite was launched in 2021, and resulted from TransUnion’s moves in the advanced TV space in recent years, including the acquisition of CTV identity company Tru Optik.
Last fall, TransUnion also agreed to acquire identity resolution company Neustar, in a deal valued at $3.1 billion.
“Our partnership with Acxiom will provide a boost to recognizing and reaching omnichannel audiences across the streaming media ecosystem,” said Michelle Swanston, VP of Customer Success and Data Marketplace at TransUnion, in a company release. “Acxiom’s scaled data will power meaningful reach across tens of millions of smart TVs, smart speakers and gaming consoles.”
Why we care. The omnichannel piece is important to note. As data intelligence through TVs improves with these kinds of partnerships, advertisers will be able to orchestrate more precise, efficient and relevant campaigns. The ad experience is also an overlooked part of the value proposition to cord-cutters and cord-shavers, but this will become more important, especially after viewers max out on streaming app subscriptions and consider more ad-supported on-demand (AVOD) content.
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