Acxiom, too, sees itself “as a strategic supplier of data onboarding services to Datalogix and others – offering open and neutral connectivity services that unite disparate data sources and marketing platforms,” according to Howe.
One such marketing platform is Oracle, which just agreed to acquire Datalogix. Oracle’s string of acquisitions to bolster its Marketing Cloud – Eloqua for B2B marketing automation, Responsys for B2C campaign management, BlueKai for data management and, now, Datalogix for offline-to-online linkages – further solidifies its role as a centralized marketing “hub,” as Martin Kihn, research director at Gartner, described it. Acxiom, however, seems to be moving more into “neutral middleware” territory.
As a neutral data infrastructure provider, Acxiom can make clients out of competitors, and is foreseeably why Acxiom has thus far retained LiveRamp’s independent status. Rather than relegating LiveRamp's capabilities to AOS alone, it appears it will for now power matches for such data services competitors as Oracle’s BlueKai/Datalogix for the next several years.