Acxiom, Facebook to Offer Partner Categories

Acxiom® 

, an enterprise data, analytics, and software-as-a-service company, and Facebook

, today launched partner categories, enabling advertisers on Facebook to select specific audiences based on Acxiom's interest and behavioral data. By leveraging insights beyond social personas, partner categories allow marketing to perform better, agencies to deliver more value, and advertising to be more relevant to the actual needs of consumers, all in full compliance with privacy best practices. Partner categories help Facebook's advertisers to better connect with people more inclined to buy certain products or services. For example, a car dealership could select an audience on Facebook who is in-market or has an affinity towards a certain car brand using Audience Propensities™, Acxiom's portfolio of statistically-validated propensity models. The result is media more scientifically selected and a greater level of success in reaching intended audiences. Additionally, partner categories extend Acxiom's cross-channel partnerships between advertisers and publishers. It lets advertisers select their intended audience once, then effectively reach and measure that audience across social, digital, mobile, television, print and email. Privacy best practices are central to this capability: personally identifiable information is anonymized and never shared between the advertiser and publisher.