NewYork, 05.06.2018

GfK MRI, Acxiom partner to bring unmatched quality to audience activation


Joint solution leverages MRI’s gold-standard consumer data, Acxiom’s comprehensive InfoBase® to enable enrichment, execution


With marketers increasing their focus on data reliability and targeting effectiveness, GfK MRI and Acxiom® have joined forces to develop MRI Predictive Audiences Powered by AcxiomTM – an end-to-end, privacy-conscious solution for omnichannel marketing planning and execution.

By linking to Acxiom’s rich descriptive data via leading identity resolution, advanced modeling and analytics, MRI is extending the reach of its top-quality consumer data to the full cycle of marketing activities. Now brands and agencies can use MRI’s data insights at scale for addressable targeting, consumer segmentation, and enriching1st-party data.

As part of the new “MRI powered by Acxiom” partnership, Acxiom and MRI will build robust custom and syndicated segments, resulting in actionable audiences available through Acxiom’s Audience Cloud® and the LiveRamp® Data Store. Combining the strength of MRI’s unique consumer data with Acxiom’s unmatched application of predictive data and rapid omnichannel audience delivery platforms allows brands, publishers and agencies to drive more effective people-based engagements and experiences.

“MRI and Acxiom are working together to eliminate waste throughout the digital marketing process,” said Josh Pisano, GfK MRI’s SVP of Data Innovation. “By combining two trusted data resources, we can deliver relevant solutions to our clients that help them better navigate the evolving consumer landscape. The result is a higher quality, more accurate dataset that boosts the effectiveness of marketing targets – and raises advertiser confidence.”

“Leading brands today are seeking the most reliable and ethically sourced data to create exceptional customer experiences,” said Bryan Donovan, Acxiom’s Vice President, Data Strategy & Acquisition. “Expanding our long-standing partnership with MRI enables omnichannel marketers and the agencies who support them to access the rich and representative consumer insights only possible through the combination of InfoBase and MRI’s accredited research.”

MRI’s Survey of the American Consumer® represents the gold standard in traditional planning and consumer insights. It is accredited by the Media Rating Council (MRC), which conducts annual audits of MRI’s methodology, fieldwork, analytics, and data handling systems. On behalf of clients and the industry, the MRC assures that audience measurement services are valid, reliable, and effective.

Acxiom’s InfoBase® provides comprehensive data on roughly 250 million addressable US consumers, enabling audience insights and targeting.

Acxiom and MRI also share long-term commitments to the ethical use of consumer data and the highest standards for data security. Both companies have proven systems for anonymizing and protecting consumer information. 

About GfK

GfK connects data and science. Innovative research solutions provide answers for key business questions around consumers, markets, brands and media – now and in the future. As a research and analytics partner, GfK promises its clients all over the world “Growth from Knowledge”. For more information, please visit or follow GfK on Twitter:

About Acxiom

Acxiom provides the data foundation for the world’s best marketers.  We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI.  A leader in identity and ethical data use for nearly 50 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. Acxiom is a registered trademark of Acxiom Corporation. For more information, visit




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