Ads take a leap with mobile tech

Acuity, a provider of mobile messaging services, has partnered with consumer data giant Acxiom to help improve its mobile ad targeting, reports ClickZ.

The partnership allows Acuity clients access to Acxiom's database of demographic information when making ad targeting decisions. Advertisers will also be able to see how recipients have responded to previous ads as well as age, income and other demographic data.

Access to that data will allow them to customize ads more closely and provide incentives that are likely to appeal to the recipient. Additionally, Acuity clients can add information they've gathered to the data mix.

Acuity ads are delivered on an exclusive opt-in basis.