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Honing In On Hispanic Market: Acxiom to Team Up with DataXpand

The marketing company Acxiom announced the partnership with DataXpand, the first international platform for data management and data / audience market.

Marketing data company Acxiom just announced a new partnership with DataXpand, the first international data management platform (DMP) and data/audience marketplace, which launches Acxiom’s Latin America, Spain, and U.S. Hispanic digital audience.

The objective is to hone in on the U.S. Hispanic market, forecast to reach $1.7 trillion in 2017. The partnership will make it possible for Acxiom clients to access data on internet behavior, interests, and demographics to market their products and services to Hispanic consumers in the digital arena.

“Digital and mobile advertising spend (is) slated to top $20.5 billion in Latin America by 2019, and household per capita consumption expenditure about $17,000 in Spain, and these markets present enormous opportunity for marketers,” said Marc Fanelli, Audience Solutions group vice president at Acxiom. “As a result of this collaboration with DataXpand, Acxiom clients can now reach more than 250 million additional online users, including more than 150 million across 18 countries in the LATAM region.”

The strategy is to offer agencies, platforms, and content publishers an opportunity to reach more than 35 percent of Latin American, Spanish, and U.S. Hispanic internet users.

Targeting will analyze users across more than 500 distinct clusters.

“Age, gender, interest, intent, and brand discovery data enable a true people-based marketing strategy, ensuring marketers reach consumers when, where, and how it is most effective,” the firm said ahead of the weekend. “Marketers can have confidence they are accessing a privacy-compliant data set to which Acxiom’s gold standards of data due diligence and permissibility have been applied, and consumers benefit by receiving more relevant marketing offers via the channels they prefer.”

Source: Mobile Adversiting Watch 

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