Dive Brief: 

• Data and tech company Acxiom has entered an agreement to purchase LiveRamp — a data onboarding service that delivers customer data to digital marketing applications. 
• The $310 million acquisition will help Acxiom expand its online-offline reach.  
• Acxiom hopes to use LiveRamp's technology to move marketing data across the entire marketing ecosystem and integrate that data with approximately 100 leading marketing tech companies. 

Dive Insight: 

LiveRamp's capabilities seem to be a natural compliment to what Acxiom can already perform in regards to digital marketing. In the complex world of big data, the more access and control companies like Acxiom have over marketing data, the better they can service clients.