Acxiom, Little Rock’s enterprise data, analytics and software-as-a-service company, and Starcom MediaVest Group (SMG), a division of Publicis Groupe, announced a partnership Wednesday, marking Acxiom’s first deal with a media agency.
According to RECMA, Research Company Evaluating the Media Agency Industry, SMG is the world’s No. 1 media network with global billings estimated at $32.9 billion in 2012.
The partnership will give Starcom clients access to Acxiom’s Audience Operating System (AOS), the company’s recently launched platform that allows marketers, agencies and publishers to plan, buy and optimize audiences across channels, devices and applications.
Additionally, SMG and Acxiom will be co-developing custom applications for SMG and its clients. As a result, the partnership will create benefits to publishers and marketers to make the product even more pervasive, effective, and sticky, said Scott Howe, CEO Acxiom.
“At the top of our collective lists are applications which focus on media mix optimization and addressable TV,” he said.
Addressable TV refers to commercials that can be precisely targeted based on a consumer’s demographics and location.
“This is a next-generation partnership that will accelerate data driven marketing and precision targeting for our clients,” says Laura Desmond, CEO at Starcom MediaVest Group. “We’ve dreamed for years to scale personal and addressable communications from niche to mass, across screens and platforms. We believe this partnership will, in part, make this dream a reality.”
SMG is licensing AOS, and will be the first agency to bring it to market. SMG and Acxiom will be working together to co-develop applications for AOS that will introduce new ways to utilize the system’s consumer data and decision science services, Howe said.
The agreement with Acxiom is a multiyear deal that gives SMG the right to extend at the conclusion of the partnership as well as first rights to global expansion. The deal also gives Publicis Groupe the option of expanding offerings to VivaKi and other Publicis Groupe companies.
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