Acxiom® announced it has expanded its partnership with DataXu, to allow DataXu to license its third-party data for advanced TV and analytics solutions. The first-of-its-kind partnership will allow advertisers and agencies to engage their own first-party audiences across all addressable channels, including TV, and drive more effective data-driven marketing across all screens. Prior to this partnership, advertisers lacked the ability to engage consumers in a unified way across all the devices and media channels they use during the buying lifecycle. Now Acxiom and DataXu are partnering toconnect the dots between the digital and TV worlds. This enables marketers to achieve greater message consistency and relevance to consumers, as well as overcome the challenges associated with increasingly fragmented media landscape.