SAN FRANCISCO — Acxiom is making strides in the field of targeted and addressable advertising. Its collaborative targeting safe haven environment gives advertisers the opportunity to match up their own customer prospect files with publisher files, in order to maximize return on media buys.

In this video interview from the Smart TV and Multi-screen Advertising Summit, Curtis Barone, Director Advanced Television Advertising at Acxiom, discusses addressable advertising, Acxiom’s services, and the opportunities that third-party data opens up for television advertising.

Barone explains that, using Acxiom, brands can discover and target the households that are most likely to be interested in their products or services. Audiences can be targeted based upon a wide variety of criteria—rather than the traditional demographics of age, sex and location, brands can find households based upon income, the type of car they drive, interests and more.

“The value of the buy becomes greater,” Barone says, “because the advertiser is able to reach the households that they are most interested in, whether it’s their customers or prospects.”

Megan O’Neill

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