Acxiom to Acquire LiveRamp

Acxiom, provider of cloud-based data and analytics systems, including the Audience Operating System and the AbouttheData.com consumer portal, has acquired LiveRamp, a service for onboarding customer data into digital marketing applications, for approximately $310 million.

Collectively, Acxiom and LiveRamp have relationships with more than 7,000 customers and partnerships with the world's premier technology platforms and media providers. The combined capabilities will allow them to reach more than 99 percent of the adult U.S. population with relevant and targeted messages across all channels and devices. Over the coming 12 months, Acxiom and LiveRamp expect to expand this capability globally, most specifically in Europe and Asia-Pacific.

"This is a win for the entire marketing industry," said Acxiom CEO Scott Howe, in a statement. "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."

"Joining Acxiom is a real win for our customers, partners, and employees," said LiveRamp CEO Auren Hoffman, in a statement. "We look forward to having access to Acxiom's extensive resources, talent, and technology and believe the combination will help us reach our goal of making every marketing application more valuable through the power of connected data."

LiveRamp Brings to Acxiom an expansive partner network, including Rakuten, Videology, and myThings, with seamless integrations to nearly 100 marketing technology companies, and a team of approximately 70 employees based in San Francisco. LiveRamp will maintain its office in San Francisco and Hoffman will continue to lead the LiveRamp team.

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