The partnership combines consumer data from MRI’s Survey of the American Consumer with predictive data from Acxiom’s InfoBase to build custom and syndicated segments. These will be available through Acxiom’s Audience Cloud and the LiveRamp Data Store.

The solution will give marketers access to MRI’s data insights for addressable targeting, consumer segmentation and improving first-party data.

Josh Pisano, senior vice-president of data innovation at GfK MRI, said the move aims to “eliminate waste throughout the digital marketing process”, adding that it would lead to “a higher quality, more accurate dataset” for advertisers.