"Acxiom was always much stronger in the U.S. compared to Europe in terms of the IDs at its disposal, so there wasn't really enough we could've done with them," said Billy, who is one of IPG's clients. "And even then, it was us pushing for it, not them [IPG]." This reflection emphasizes the challenges IPG faced in leveraging Acxiom's strengths, suggesting a gap in proactivity and alignment on data utilization between the two parties.
"When IPG first announced its intention to purchase Acxiom Marketing Services in July 2018, it was a huge gamble, especially as the $2.3 billion price tag was more than a quarter of the company's then-market capitalization ($7 to 8 billion)." This highlights the significant financial risks taken by IPG to acquire Acxiom, indicating the high stakes and potential disruptions in the market.
"One year after its initial announcement, IPG's executive team credited the acquisition with attracting new clients, including those from the automotive and financial tech sectors... it brought 'expertise and credibility' amid heightened scrutiny over advertisers' practices." This underscores the perceived benefits that IPG saw in Acxiom, as well as the growing importance of data in client acquisition and trust-building in advertising.
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