Twitter Taps Acxiom Data for Behavioral Targeting

Twitter has expanded its partnership with enterprise data and analytics company Acxiom, to offer its advertisers improved targeting capabilities.

Twitter's behavioral targeting enables advertisers to reach existing and potential customers from audiences provided by Acxiom, in addition to its own data. As part of the agreement, advertisers will be able to select from 135 Acxiom audience categories to define or find a group of users on Twitter. These categories are selected by behavior, life stages, demographics and household information, and span all industries, including financial services, retail and CPG.

For example, Twitter's behavior targeting will enable auto advertisers to select audiences who are considering buying a new car, while CPG companies can reach audiences who have purchased their product category in the past.

Dana Hayes (pictured), Jr., Group VP, Global Partner Development at Acxiom, comments: 'We have seen tremendous results from clients who have used first party and Acxiom data, for targeting ad campaigns on Twitter. Behavior targeting will offer another way for advertisers to have access to Acxiom data sets and scale, for precisely targeting customers and prospects on Twitter.'

Web sites: www.twitter.com and www.acxiom.com .