Acxiom has entered into a new partnership with ReachTV that aims to reshape how brands communicate with travelers across the United States. Acxiom, widely known as the data and technology backbone for top global brands, will combine its precision audience tools with ReachTV’s growing streaming network that already serves more than 50 million people in airports every month. The collaboration is designed to set a new standard for omnichannel advertising within the travel sector, giving marketers the ability to activate campaigns that seamlessly connect messaging across screens and customer touchpoints throughout the journey.
ReachTV has built a nationwide presence with screens placed throughout major U.S. airports, offering a mix of live sports, entertainment and lifestyle content to travelers with time and attention during layovers and pre flight waiting. With the support of Acxiom’s advanced data capabilities including matching, identity resolution and insight enrichment, brands can now target audiences more effectively and measure real outcomes tied to consumer behavior.
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A major component of this partnership is the launch of what the companies describe as a universal travel Retail Media Network, a centralized system that brings together media, data and commerce signals into a single framework. The initiative is powered by Acxiom’s Retail and Commerce Media Networks team and aims to support the full scope of media operations for ReachTV. Acxiom technologies such as Identity and Onboarding and Data Clean Room environments will support personalization and improve measurement visibility across campaign stages. This builds on ReachTV’s Travel Sync 365 framework, a solution already designed to unify mobile location intelligence and traveler behavior insights into a comprehensive view of consumer intent.
Together the companies say brands will be able to reach audiences across 90 airports in the United States, tapping into a share of the more than 50 million monthly passengers identified as highly valuable consumers. The partnership comes at a time when U.S. consumer spending exceeds 15 trillion dollars annually, accounting for a majority of the nation’s economic output. The ability to influence spending decisions while travelers are away from home and engaging with content is a key priority for marketers seeking performance driven outcomes.
Elizabeth Donovan, Senior Vice President and Head of Retail and Commerce Media Networks at Acxiom, emphasized the scale of the opportunity ahead. “Together, Acxiom and ReachTV are transforming how brands engage with travelers everywhere,” she said. “Our innovative approach equips advertisers with the data to deliver messages that resonate with consumers in the moments that matter most, driving both brand engagement and measurable results.”
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The companies are positioning the network as a modern alternative to older fragmented airport advertising models. The focus is on real time activation, unified understanding of travelers and transparent measurement across channels. Lynnwood Bibbens, CEO and founder of ReachTV, highlighted the shared ambition behind the new system. “This collaboration connects data, media, and commerce in a single environment, proving what is possible when trusted partners innovate together,” he said. “For travelers, the result is relevant, timely content that enhances their journey. For brands, it unlocks a smarter, more connected way to reach high value audiences.”
With access to data representing billions of individuals around the world, Acxiom brings a level of scalability and accuracy that has positioned its Retail and Commerce Media Networks business among the fastest growing categories in advertising. By working together, the companies believe they can create measurable value for brands and set a new benchmark for what a data powered travel media network should deliver.
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