Acxiom is a marketing company that operates globally (US, Europe, and Asia Pacific region), including in the UK. Acxiom sells multiple marketing and targeting produces and promotes its data services to "acquire and grow customers", "personalize communications, "measure and optimize return on investment", and "monetize data”.

PI is concerned with a number of Acxiom’s products, including InfoBase (which includes consumer data on “real consumers” covering “90% of UK Households” and providing more than 3,500 specific behavioural insights), Personicx (a consumer lifestage segmentation system that uses demographic, geographical, lifestyle and behavioural information to segment consumers into clusters, such as age, lifestage, affluence and digital take-up) and LiveRamp IdentityLink (an “identity graph [that] matches directly identifiable data – like emails, postal addresses, and phone numbers – with pseudonymous identifiers – like cookies and devices IDs”). There is also LiveRamp Abilitec, which brings together emails, phone numbers, names and addresses, to match to an individual and apply a persistent identifier.

Here is an overview of Acxiom over the years.


30 Apr 2019
The New York Times picked 16 categories (like registered Democrats or people trying to lose weight) and targeted ads at people in them. They used the ads to reveal the invisible information itself, noting that it is a "story of how our information is used not just to target us but to manipulate
13 May 2017
In 2017, a group of data brokers led by Acxiom, AppNexus, and MediaMath, and including Index Exchange, LiveIntent, OpenX, and Rocket Fuel, launched a consortium to make targeted programmatic advertising more widely available. Part of the consortium's goal is to enable the companies involved to
12 Sep 2018
In September 2018, Acxiom introduced an open data framework intended to create an omnichannel view of the people in its database. The company claims this "unified data layer" will let customer companies connect their marketing technology and ad technology ecosystems and connect the online world to
18 Dec 2012
In December 2012, the US Federal Trade Commission opened an investigation into data brokers' privacy practices, requesting information from nine companies: Acxiom, Corelogic, Datalogix, eBureau, ID Analytics, Intelius, Peekyou, Rapleaf, and Recorded Future. The FTC sought information about: the
16 Jun 2012
In 2012, Acxiom's database was reported to be the largest commercial database on consumers in the world, containing approximately 1,500 data points, or "elements", for each of the 500 million active consumers worldwide and processing more than 50 trillion data transactions per year. Each of the
17 Nov 2003
In 2003, the for-profit privacy company Private Citizen, which helps paying consumers unsubscribe from telemarketers' lists and direct mailing offers, found that Acxiom had begun rejecting the batches of opt-out notices the service sent on behalf of its subscribers. Acxiom insisted that each person
23 Sep 2003
In 2003, the Electronic Privacy Information Center, Privacy Rights Clearinghouse, and PrivacyActivism filed complaints with the US Federal Trade Commission alleging that JetBlue Airways and Acxiom engaged in deceptive trade practices by supplying personal information about consumers to the Alabama
04 Sep 2013
In 2013, 44 years after Acxiom went into business selling consumer data, the company opened a website,, to allow Americans to see the data the company holds about them and make it easier to opt out of tracking. However, using the site requires visitors to input a substantial amount
12 Apr 2018
In April 2018, Facebook announced that in six months it would end a programme it called "Partner Categories", in which the social network acted as a bridge between data brokers like Acxiom, Epsilon, and TransUnion and the consumers their customers want to reach. In this deal, Facebook did not
12 May 2016
In 2016, Acxiom announced a deal with the media delivery company Valassis, a subsidiary of Harland Clarke Holdings Corp, intended to provide marketers with better post-campaign analytics. The linkage of the two companies was intended to "provide an integrated view of a consumer's purchase behaviour"
08 Jan 2014
In 2014, Acxiom's chief product and engineering officer, Phil Mui, described the system the company had been building to link individuals' activities across the many channels, devices, and applications they use. A single individual may accumulate four different personas via 24 cookies across six
21 Jul 2004
In 2004, the US Department of Justice investigated the theft of 8.2GB of personal data from File Transfer Protocol (FTP) servers belonging to Acxiom between 2002 and 2003. The case was thought to represent the largest case of data theft at the time. Scott Levine, the owner of the email spamming
08 Aug 2003
In 2003, Acxiom announced that law enforcement officials had notified the company that it had been hacked, and that the attacker had intercepted information in transit between the company and some of its clients via a File Transfer Protocol (FTP) server located outside the company's firewall. The