Acxiom Tries To Match Offline And Online Data To Better Target Spam To You
from the just-what-everyone-wants dept
Acxiom, the big provider of "marketing data" for direct marketing purposes -- who has a history of making it difficult to opt-out, while making it easy to have its databases hacked -- is apparently making a big push to link its offline profile data to your online activities as well. The company insists that it's being careful concerning private info, but this all sounds quite a bit like what DoubleClick tried to do with its purchase of data firm Abacus -- which got all sorts of negative publicity, leading the firm to shelve plans to combine the two databases. Acxiom claims that the company learned from what happened with DoubleClick and Abacus, but somehow it seems unlikely that many people will feel comfortable with such promises.