NEWS5 June 2018

GfK MRI and Acxiom join forces on joint data solution

Data analytics Media News North America

US – Consumer research firm GfK MRI has partnered with ad tech company Acxiom to pool data resources and launch an omnichannel audience solution for marketers.

blue graphic individuals being circled in red pen

The partnership combines consumer data from MRI’s Survey of the American Consumer with predictive data from Acxiom’s InfoBase to build custom and syndicated segments. These will be available through Acxiom’s Audience Cloud and the LiveRamp Data Store.

The solution will give marketers access to MRI’s data insights for addressable targeting, consumer segmentation and improving first-party data.

Josh Pisano, senior vice-president of data innovation at GfK MRI, said the move aims to “eliminate waste throughout the digital marketing process”, adding that it would lead to “a higher quality, more accurate dataset” for advertisers.