Acxiom Corp. has acquired EchoTarget, a dynamic banner retargeting firm. Acxiom did not reveal what the terms of the transaction were.
EchoTarget will allow Acxiom to merge its personalization capabilities, which are currently used in e-mail, search and Web site channels, to banner ad serving.
EchoTarget was founded in 2005 by chief executive officer Gregory Smith, formerly vice president of e-commerce at Cendant. Smith also held product management and strategy positions in DoubleClick’s technology and media divisions.
EchoTarget employees, including Smith, will join an Acxiom business unit, and its products will be branded Relevance-X. Smith will lead the unit.