New Platform Helps Advertisers Unleash the Value of First Party Data to Improve Audience Reach
Sydney, Australia, 21 Nov 2014 – Acxiom announced a strategic partnership with Weibo Corporation (Weibo), China’s leading social media platform. Weibo will leverage the Acxiom Audience Operating System (AOS) to deliver greater digital marketing efficiency to its advertisers in a privacy-compliant manner via Acxiom’s data privacy protection technology.
AOS allows marketers, agencies, and publishers to plan, buy, and optimise audiences across channels and devices with precision and scale. This breakthrough technology will allow Weibo to achieve more accurate data matching and analysis, improved ROI, and greater value for its customers. Acxiom Safe Haven capability removes PII and replaces it using anonymised storage of contact history to support expanded analytics in a privacy-compliant way.
“As a leading Chinese-language social media platform, we are always seeking new ways to maximise value for our customers based on the vast data resources of Weibo, in a more secure and efficient manner,” said Yajuan Wang, Vice President, Commercial Operation of Weibo. “Using AOS and Acxiom Safe Heaven, we are able to establish the first personal data protection mechanism in China that provides more effective digital marketing solutions to our advertisers.”
“Acxiom’s AOS has powered Weibo’s first integration between online and offline marketing data, already resulting in a nearly fivefold increase in sales for one Weibo client,” adds Dr. Yu Kong, General Manager of Acxiom China. “This strategic partnership with Weibo further cements Acxiom’s key role in future developments within APAC social media marketing and reiterates the company’s strong commitment to the regional market.”
“The ethical use of data always has and will always be one of Acxiom’s guiding principles,” said Dr. JJ Pan, Director of Privacy and Public Policy at Acxiom Asia Pacific. “We will continue to look for new ways to improve consumers’ confidence in our high standards for data collection and use.”