Totalplay picks Acxiom for data integration

Mexican triple play services provider Totalplay has announced a partnership with customer intelligence company Acxiom. 

The partnership promises to enhance advanced TV solutions in Mexico by combining Totalplay’s addressable demand-side platform (DSP) with Acxiom’s audience data segments.

Marketers will be able to combine Acxiom’s data with insights from Totalplay’s subscribers to create addressable audiences. This will allow campaigns to be linked directly to television viewership and deepen overall effectiveness as well as improve measurement and attribution.

The companies claim that the integration will be the first of its kind in Latin America, with marketers now having 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.

Hector Pita, director of product at Totalplay, said: “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. This new partnership with Acxiom will allow marketers to get a complete view of their customers before and during campaign activation.”

Ben Peck, vice president of Latin America at Acxiom, said: “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. As one of the most effective mediums for marketers, this is a great partnership to help provide access to high-value addressable audiences as television becomes more data-driven.”