Acxiom® ACXM, an enterprise data, analytics, and
software-as-a-service company, and Facebook FB, 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.
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