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.

Read now: 2022 Predictions: CTV and cross-channel advertising

“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.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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