Acxiom Corp. acquires Kefta

Digital marketing firm Acxiom Corp. acquired Internet personalization firm Kefta in a move that will combine personalization features across digital channels.

Kefta, San Francisco, will become part of Acxiom Digital, Acxiom Corp.'s business unit. This will allow Acxiom integration with Kefta's platform that helps marketers deliver personalized marketing messages in real-time on Web sites, search engines, banners and e-mails.

"Our vision for years has to become the platform of choice for integrated digital marketing, specializing in one-to-one personalized communications," said Kevin Johnson, leader of Acxiom Digital, San Mateo, CA. "Kefta is able to personalize interaction from the very first click and drive communicators based on that profile."

In the deal, whose terms were not disclosed, Kefta will keep its name and offices.

Acxiom's clients such as Marriott, Gap Inc. and Hewlett-Packard will have access to the personalization systems that come out of the merger.

According to Mr. Johnson, the market place now demands personalization in digital platforms.

"People have been talking about personalized integrated marketing for years, but it has just been lip service," Mr. Johnson said. "But today, the technologies are advanced, and it is imperative to personalize messaging."