Acxiom Acquires LiveRamp to Boost Offline-to-Online Data Capability
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Data services giant Acxiom will acquire LiveRamp, which helps marketers use their offline CRM and transactional data on the web, for approximately $310 million in cash. The acquisition is the first for Acxiom under the auspices of CEO Scott Howe, who came on board in July of 2011.
A recognizable name in the lesser-known data-onboarding sector, LiveRamp acts as a data bridge, transforming real-world data into information that can be used by online technologies. The company partners with around 80 tech firms that enable things like website optimization and online audience targeting. For instance, the company has worked with campaign attribution firm Adometry, which was snapped up by Google earlier this month.
“This is a big acquisition for us,” said Mr. Howe.
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