Daily Dashboard

“Master Profiles” Will Connect Online, Offline Data

BIG DATA

September 24, 2013

Financial Times reports that Acxiom has launched a new system designed to combine consumers’ offline and online activities, which then processes the collected data using algorithms. The data is then made available to marketers for behavioral targeting and personalized ads on mobile, the web and eventually television, the report states. Acxiom Chief Technology Officer Phil Mui said, “We are making big marketing data truly actionable.” The new system is a significant shift for targeted advertising as the system—which features a new identifier to match user profiles—allows marketers to track users across devices into one profile instead of multiple profiles based on a given device. Editor’s Note: Acxiom Chief Privacy Officer Jennifer Barrett Glasgow, CIPP/US, will speak in the breakout session Taming Big Data at next week’s IAPP Privacy Academy in Seattle, WA. (Registration may be required to access this story.)
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