Let’s just stick with ad targeting today. NinthDecimal builds location-based audience segments and delivers programmatic ads to them through its own network of 75,000 mobile apps and other display partners, as well as integration with more than 15 external ad platforms (DSPs and DMPs). It has just announced it will enhance its information with household and other data from Acxiom, including clients’ CRM data matched to NinthDecimal audiences. The data will be used for targeting and ad performance measurement. So this is another pairing of ad audience data and delivery, again outside the “walled gardens”. In fact, Acxiom has a whole initiative called “open gardens” to the contrast explicit.