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Ad agency IPG to pay $2.3 billion for Acxiom's data-marketing division - Business Insider

"There is risk that holding companies who don't end up with Acxiom's Marketing Solutions will not want to use [its] products going forward because doing so benefits a competitor," Wieser wrote. What's more, marketers remain cautious of third-party data analysis services in the wake of Facebook's Cambridge Analytica scandal. In March, Facebook announced it was winding down its Partner Categories program . That program allowed advertisers to work with third parties such as Acxiom to target ads. "Marketers are increasingly conscious of 'ethical data' and the notion that consumers should be providing more explicit forms of consent for their data to be used, even if they have provided consent that meets legal standards," Weiser wrote. "We're doubtful that most consumers know that data about them exists in Acxiom databases." IPG's deal to acquire the Marketing Solutions group does not include Acxiom's LiveRamp data-migration business. Business Insider reported in May Acxiom was shopping that business around . Instead of selling it off, though, Acxiom will make it the company's new focal point after the deal with IPG. In fact, the company plans to group all of its remaining properties together after the deal is completed and rename itself LiveRamp.

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