This week Acxiom Corp. expanded its interactive marketing capabilities with the acquisition of EchoTarget, a dynamic banner retargeting firm. EchoTarget provides advertisers and publishers with customized targeting solutions.
The terms of the deal have not been disclosed. EchoTarget identifies high-value marketing users by working with publishers and marketers. After these users are found they are then targeted using banners on company web sites and networks.
Employees of the company will become part of the division at Acxiom that is responsible for assisting media buyers purchase online ads targeted to their needs. This division will be named Relevance-X.
Rich Howe, Acxiom’s chief marketing and strategy leader said, “Relevance-X does something no other product can do – combine both a segment-based and behavioral-based approach to banner targeting.” This acquisition and those of Digital Impact in 2005 and Kefta in 2007 give Acxiom a leg up as a multi-channel marketing services provider.