Acxiom®, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, announced a new strategic partnership with Totalplay, the provider of triple play services in Mexico. This new partnership will further enhance advanced TV solutions in Mexico by combining Totalplay’s addressable demand-side platform (DSP) with Acxiom’s ethically sourced, privacy-compliant high-value audience data segments.

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“As one of the first advanced TV providers in the region, we know how important it is for marketers to find high-value addressable audiences”

As viewer behaviors continue to evolve and television becomes more addressable in the digital landscape, marketers need better tools to understand audience identity and intelligently activate their data quickly across this channel. This partnership enables marketers to combine Acxiom’s data with insights from Totalplay’s subscribers to create addressable audiences. The ability to overlay offline audience attributes to create refined digital audience segments within Totalplay’s own DSP will allow campaigns to be linked directly to television viewership and deepen overall effectiveness as well as improve measurement and attribution.

For years, digital television has been highly effective at reaching addressable audiences because of its data-driven, audience first approach. Addressable audiences activated through advanced TV capabilities offer advertisers accurate engagement with its desired audience. This new solution is designed to provide brands a holistic view in order to reach the right people with the right message.

“As one of the first advanced TV providers in the region, we know how important it is for marketers to find high-value addressable audiences,” said Hector Pita, director of product at Totalplay. “This new partnership with Acxiom will allow marketers to get a complete view of their customers before and during campaign activation.”

This integration will be the first of its kind in Latin America as marketers will now have access to well-curated and actionable first- and third-party audience data that will allow them the ability to communicate more effectively with their audiences and create more personalized television viewing experiences.

“Totalplay is a leader in addressable TV in Mexico that has millions of subscribers and is growing at a fast rate. We are excited to partner with them to better serve marketers,” said Ben Peck, vice president of Latin America at Acxiom. “As one of the most effective mediums for marketers, this is great partnership to help provide access to high-value addressable audiences as television becomes more data-driven.”

One of the first agencies leveraging this new partnership is Matterkind, Interpublic Group’s activation intelligence company. As one of the leading addressable media agencies, Matterkind will use Acxiom data segments to help create additional visibility for their clients’ addressable TV campaigns.

“Our clients are always searching for new and creative ways to connect with their audiences and have been successful when using Acxiom data for their addressable TV campaigns,” said Esteban Renaud, general manager for LATAM at Matterkind. “We are excited to see this data available for our clients on Totalplay’s platform as they continue to seek privacy-compliant high-value audience data segments to reach the right customers through techniques such as data-driven linear television.”

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