LiveRamp is a service for “onboarding” customer data into digital marketing applications. Acxiom has entered a definitive agreement to acquire it privately for around $310m in cash. The transaction is expected to close mid-summer.

“This is a win for the entire marketing industry,” said Acxiom CEO, Scott Howe. “This deal brings together the world’s leading marketing data company with the emerging leader in data onboarding to create the industry’s most comprehensive network of connections.

“Together, we will accelerate our vision of a connected ecosystem that delivers true one-to-one marketing at scale. The combination should help virtually everyone in the industry achieve better connections, better insights and better results.”