One of the leading brands in the data brokering business, Acxiom, has signed what AdAge is reporting as a “multi-year deal with one of the biggest media agencies in the business: Starcom MediaVest Group.” The deal allows Starcom access to Acxiom’s Audience Operating System, which offers audience segmentation and targeting across online and offline media, thanks to first- and third-party data. "We believe leveraging Acxiom client data with third-party media data across any channel is going to … shape the market in years to come," said Laura Desmond, CEO at Starcom MediaVest Group, which is part of Publicis Groupe. The deal is significant, Acxiom says, because it has formerly only worked with individual brands and companies. "This Starcom partnership is a huge deal for us because Acxiom has never had in its 40-year history a relationship with an agency," said Acxiom CEO Scott Howe.
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