Why Acxiom Killed AOS and Used LiveRamp Name for New Platform
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Acxiom is restarting its Audience Operating System. The company will ditch the AOS name and instead label a new ad data offering combining AOS and its LiveRamp technology as LiveRamp Connect. The aligned platform will bring customer data gathered offline into programmatic ad exchanges, media platforms and other systems enabling mobile and addressable TV targeting.
“We have merged the lines of code into a single offering,” said Acxiom CEO Scott Howe.
Acxiom bought LiveRamp last May for around $310 million, building on its efforts to provide a tech-agnostic platform enabling clients to connect their offline data to the web. LiveRamp turns consumer data gathered by companies offline — through purchase transactions, telephone interactions and elsewhere — into information that can be used to find those same consumers or people with similar characteristics in digital channels.
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