Acxiom expands digital business with Kefta acquisition

by Alex Donohue, Brand Republic 10-Apr-07, 15:25

LONDON - Acxiom has acquired Kefta, the San Francisco-based data company, for an undisclosed sum, to bolster its digital capabilities.

The company specialises in providing real-time data on internet-user habits, which it customises for particular websites. The company will become part of Acxiom Digital, the firm's integrated digital marketing division.

Kefta said joining Acxiom would allow marketers to access a greater depth of information on unique users, and to use integrated search engines with Acxiom's data.

Kevin Johnson, president of Acxiom Digital, said: "Kefta and Acxiom together will finally enable clients to capture the full potential of their digital marketing campaigns through comprehensive personalisation and integration across all marketing channels."

Johnson added that Kefta had spent the last seven years developing a powerful but easy to use personalised data for marketing specialists.