Data Frenemies Emerge as Demand to Move Offline Data to the Web Grows
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It’s no wonder 2014 brought major consolidation to the nascent sector helping companies move their offline data to the web. Business appears to be booming, two of the most prominent newly-acquired firms in the space — Acxiom-owned LiveRamp and Oracle’s Datalogix — are hiring, and Acxiom recently signed a lease on a larger office space to house LiveRamp and parent company staff in San Francisco.
Following an announcement touting an extension of the tie-up between “data onboarding” providers Datalogix and LiveRamp, Acxiom told Advertising Age it is moving far more offline customer records to digital compared to mere months ago — 5 billion per month compared to around 3 billion in March.
The partners on Monday announced an agreement to extend their relationship through the end of 2017. Datalogix uses LiveRamp to turn first-party client data along with other audience-segment data into information it can use to find those same people in digital media.
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