What is Acxiom called now?

Is Acxiom a legitimate company?

By: J.

W. Eller

Date: March 14, 2025. Axe-o-mail. I recently obtained a form from a well-known Internet service company that I assumed had come from the United States. The company is called Acxiom and it helps companies sell products on the Web through advertising placed in various ways across different kinds of media. That is a long-standing industry practice. Some of this activity also may be legal, but some may not. I want to make sure that Acxiom is as legitimate as these other media are and that the advertisements on its Web sites are legal. So I wrote them asking for information.

The form that I received was the Free Access to Our Products and Services form that Acxiom provides to potential clients. In this document Acxiom explains why their approach may or may not be appropriate for any given project. The document is a standard industry response that any company or client would expect to see if they are considering working with the organization. It may even be required under some marketing laws.

Although the letter was well-written, and I found it easy to understand, it came off as disingenuous. After all, their entire business model is based upon collecting personal information about individuals (called "micro-targeting" in the industry). Even though the letter tries to claim that they don't do this, it's really quite impossible to read the document without seeing how targeted ads are created. And the first paragraph begins by saying that they track and collect data on the Web. That part of the letter is not so vague, because anyone can look up information about where ads come from when they view one of the countless pages that mention their company. This may or may not be legally permitted, but I think it's pretty transparent.

Now, to the form itself. While the language was perfectly acceptable, and even informative, for someone who knows their way around the Internet, there was also something more in it that was slightly unsettling.

When you are buying a new car, you might get an ad that talks about how the new BMW 5 is "the best all-around sports car of 2008" or whatever. Then you go to a dealer and that ad gets added to the display. As people respond to the ad, maybe your interest increases and you make the decision to buy a BMW.

What does Acxiom do?

Acxiom is a marketing solutions company that helps marketers engage consumers through targeted data-driven micro-segmentation.

Founded in 1998, Acxiom was the first and is the largest provider of cross-media targeting technology - combining mobile application technology with cross-platform advertising technology to help marketers provide better consumer insights and deliver more relevant and effective brand engagement.

Does Acxiom target Americans? We're proud to be an American company founded by Americans. We work in nearly every state and support tens of thousands of American employees around the world. At the same time, we want to ensure we build solutions for international customers. We are one of the top five marketing technology companies in the world. We serve over 200 clients from around the globe in markets such as India, Japan, Brazil, South Korea, France, Italy and Turkey.

Who can use Acxiom? Acxiom works with any company looking to leverage data and provide a personal connection. You're never too big or small to be able to take advantage of our solution. A few of our customers are global household names such as IBM, American Express, Procter & Gamble, McDonald's and Sony. Many of our customers come from the Fortune 500 and small businesses ranging from boutique fashion stores to manufacturing companies to national real estate firms to software vendors.

Can you explain micro-segmentation? At the end of the day, Acxiom provides tools that enable clients to understand their customers. Micro-segmentation is all about segmenting consumers based on their behavior and interests and taking action accordingly. For example, at the end of the week, I might be interested in buying new workout clothes. This type of micro-segmentation helps clients create more relevant, interesting and engaging campaigns around those segments. As more and more technology exists, it's increasingly important to provide the tools that enable clients to do this - tools like Acxiom's.

How does Acxiom make money? We're committed to helping grow businesses around the world and to do so requires innovation. Because of this, we also have an incentive to improve the solutions we provide. With Acxiom you have a chance to understand and influence consumers and create a long lasting relationship.

Where does Acxiom get its data?

How does Acxiom track individuals?

What data is shared with whom and for what purpose? What information, if any, does Acxiom share about its clients? How does Acxiom use your information and your preferences? What is a privacy policy? How does Acxiom keep data safe and secure? What if I revoke my consent? Where can I go to access or change my information? What if I don't want to receive marketing emails? Can I opt-out of receiving the emails we send you? Does Acxiom offer the option to opt-in for more types of emails? Do you have a privacy policy? What is your contact information? How do I access or change my information? How do I opt-out of receiving the emails we send you?