As part of the agreement, advertisers will be able to target audiences and select from 135 Acxiom audience categories to define or find a group of users on Twitter. These categories are selected by behaviour, life stages, demographics and household information, and span all industries including financial services, retail, auto and consumer packaged goods.

Advertisers will also be able to expand the reach of campaigns with behaviour targeting to Twitter users who align with those selected behaviours.

Dana Hayes Jr., group vice-president, global partner development at Acxiom said: “We have seen tremendous results from clients who have used first party and Acxiom data, for targeting ad campaigns on Twitter. “Behaviour targeting will offer another way for advertisers to have access to Acxiom data sets and scale, for precisely targeting customers and prospects on Twitter.”