• by Wayne Friedman , January 5, 2016

Acxiom -- the analytics and software-as-a-service company -- is launching Acxiom TV, an effort that will expand its data platform for advanced/addressable TV advertising. The announcement was made at the Consumer Electronics Show in Las Vegas.

Acxiom TV will enable companies to leverage data across all TV advertising platforms -- addressable, national TV, spot cable TV, video-on-demand and online. 

“The TV industry is in desperate need of a scaled, uniform data grid to support advanced TV advertising,” stated Rick Erwin, president of Acxiom Audience Solutions.

Tracey Scheppach, EVP of precision video at Starcom Mediavest Group, said: “[Acxiom] capabilities provide scale, automation and flexibility for data used for TV and online campaigns and reports that are driving real, powerful results.” Data can be used to inform segmentation and campaign planning, verify campaign reach and frequency and perform conversion and cross-channel attribution analysis.

Acxiom TV will allow TV partners to 1) research and plan cross-platform TV campaigns using precise audience data; 2) automate workflow to streamline segmentation, execution and reporting; and 3) activate segments across all TV platforms including online. 

Addressable TV spend, Ad Exchanger reports, was $200 million to $300 million in 2014,  eMarketer predicts it will grow into a multibillion-dollar industry in a few years. 

The acquisition late last year of Allant, an audience interconnected television data platform, was a boon to Acxiom TV.