Acxiom launches behavioral targeting platform

Chalk up another solution for advertisers interested in better targeting methods. Acxiom this week has launched a new behavioral targeting platform that goes beyond typical past behaviors. The suite also gives context to user clicks.

by Kristina Knight

The platform is called Relevance-X. It is said to "give marketers insight into consumers’ unique motivations and interests at a deep enough level to drive highly customized, relevant advertising messages across its online advertising network."

Relevance-X offers segmented results according to demographic, lifestyle factors and shopping patterns. The platform is the result of a blending of Acxiom's EchoTarget ad network and PersonicX, a targeting system.

Rich Howe, Acxiom’s chief marketing and strategy officer said, “[The] issue is one of relevancy. We bring our knowledge and experience in direct marketing to the online channels to give clicks context, going far beyond basic information such as age, gender and household income to include the attitudes, beliefs and lifestyles of consumers that are much more predictive.”

The platform allows marketers to target users with the most propensity to become converted users. It uses the PersonicX suite to better target users. That suite breaks up the American consumer into 70 different clusters and further breaks the clusters into 21 lifestyle stages based on consumer characteristics.