Acxiom Corporation announced that it has entered into a partnership with Twitter. As a result of the partnership, Acxiom will now incorporate a "CRM Approach" into Twitter's tailored audiences tool which allows advertisers to use the intelligence from their CRM database to define the audiences they want to reach on Twitter. Acxiom's partnership with Twitter will enable advertisers to connect the value of their Twitter campaigns to the business metrics on their CRM databases.

This CRM data-matching capability will help ensure that Twitter users can now receive more relevant ads when they are on Twitter. Adding Twitter to Acxiom's Safe Haven matching environment also extends Acxiom's current leadership position in global reach and addressable mobile advertising, using advertiser CRM intelligence.