Twitter will expand the role played by Acxiom in its tailored audiences program, expanding the universe of Acxiom audience categories available to 135. Advertisers using the Twitter marketing platform will be able to access Acxiom data delineated by behavior, life stages, demographics, and household information across all major verticals.
A press release from Acxiom says that this enhanced user targeting, coupled with other options such as interest targeting, could result in greater efficiencies, as well as increased engagement.
“We have seen tremendous results from clients who have used first-party and Acxiom data for targeting ad campaigns on Twitter,” said Dana Hayes Jr., group VP of global partner development at Acxiom. “Behavior targeting will offer another way for advertisers to have access to Acxiom data sets and scale, for precisely targeting customers and prospects on Twitter.”
Acxiom had already been a partner in the Twitter marketing platform that launched last year, allowing advertisers to match their customer lists to Twitter’s user universe.