Acxiom announced today that it has entered into an agreement to acquire LiveRamp for $310 million. LiveRamp is a data onboarding service for delivering customer data to digital marketing applications.
In a statement disclosing details about the deal, Acxiom held that the addition of LiveRamp will enable it to better move data across the entire marketing ecosystem, integrate that data with some 100 leading marketing technology companies, and endow it with about 200 new customers—among them leading retail, financial services, and entertainment brands.
“This is a win for the entire marketing industry,” said Acxiom CEO Scott Howe. “Together, we will accelerate our vision of a connected ecosystem that delivers true one-to-one marketing at scale.”
In a blog published today, LiveRamp CEO Auren Hoffman said that Axciom is committed to maintaining his company’s status as a neutral, open service provider. He added that a major benefit for his company in the match is greater international exposure.
“Many of our customers and partners have been urging us to expand into international markets,” Hoffman wrote. “Acxiom brings a wealth of resources, global infrastructure, and international security expertise that will help us bring data onboarding to more parts of the world in a much shorter time frame.”
Axciom reported that it expects to consummate the deal by mid-summer.