After much rumination, I “took the plunge” today and signed in to Acxiom’s new “About The Data” portal. For those who are not familiar, Acxiom is one of the world’s largest data aggregators. They create digital dossiers of people based on publicly available data, survey data and other “general data from other commercial entities,” and sell it to marketers trying to sell us stuff. They were also, not coincidentally, arguably the first company to have a CPO —I detailed their efforts here.
And this week, they became the first so-called data broker to offer consumers a portal into what they’ve collected.