Acxiom has announced the availability of people-based data sets and new omnichannel marketing capabilities across the Australian digital marketplace.

The launch marks the next step in Acxiom’s global expansion and builds on its leadership position in identity resolution, data stewardship and integrations to the digital ecosystem.

The initial roll-out includes the ability to create ‘buyer-centric’ consumer personas by matching offline transactional data to digital media consumption.

Hundreds of other custom audiences are available to marketers either via Acxiom’s Connect app, or can be purchased directly through Acxiom’s media partner network.

These audiences can then be targeted in key digital platforms, including Google, Facebook, Nine, eBay, Yahoo7 and Twitter.

Dean Capobianco, managing director of emerging markets for the Asia-Pacific region at Acxiom, said: “People-based marketing starts with people-based data, and we’re excited to be bringing this data to marketers in the APAC region, in addition to helping them activate it across many of Australia’s leading publishers, adtech and martech platforms.

“We’ll continue to invest heavily in improving the accuracy and scale of those activation capabilities moving forward.”

Acxiom Australia managing director, Esther Carlsen, added that there has been a strong demand for people-based data within the local market for some time.

“Coming from a programmatic business where cookie and device-based data has been the main currency, it’s great to be leading a company that bridges the divide between the offline and digital world,” she said.

“As the focus on accountability in digital and programmatic media buying intensifies, we can offer marketers and digital businesses the ability to move to people-based marketing, ultimately driving efficiencies and real results.”