Acxiom refines targeting

10/17/2007 | Wall Street Journal, The

Acxiom Corp. has unveiled a new service called Relevance-X that uses information from the company's extensive database of public records to trigger ads for users visiting partner Web sites. Acxiom matches user profiles gleaned from Web registration data with its existing system of demographic clusters to tailor ads. The service has drawn criticism from privacy advocates, but Acxiom representatives say the targeting is anonymous.

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