Interpublic Group duo sued in a case alleging ‘misappropriation’ of ID data

Adstra's lawsuit against Kinesso and Acxiom is based on allegations of misconduct regarding a data licensing agreement and the misappropriation of Adstra's trade secrets for unfair competition. The lawsuit cites issues such as unilateral alteration of agreements and the development of a competing identity-resolution product using Adstra's data, which was licensed to Kinesso but not for provision to third parties like Acxiom.

The master data supply agreement (MDSA) between Adstra and Kinesso, signed in March 2020, granted Kinesso a license to use aspects of Adstra's data to develop identity resolution products for its customers. However, it specifically prohibited Kinesso from allowing the data to be used to build any product that competed with Adstra's offerings or from directly providing it to third parties, including Acxiom.

Adstra refused to allow the assignment of the MDSA from Kinesso to Acxiom because Acxiom was, and still is, a competitor to Adstra. Allowing Acxiom access to the data licensed under the MDSA would have had severe negative consequences for Adstra, potentially giving Acxiom an unfair competitive advantage in the audience-targeting space.

Adstra is seeking injunctive relief to prevent Kinesso and Acxiom from using the disputed data and to compel the return or destruction of said data. Additionally, Adstra demands compensatory and statutory damages, attorneys' fees, costs, and any other relief deemed just and equitable by the court.

The history between the leadership at Adstra and Acxiom is significant because Adstra CEO Rick Erwin previously worked at Acxiom until October 2018, which coincides with the time IPG acquired Acxiom. Furthermore, former Acxiom CEO Chad Engelgau, who left in January 2024, had worked closely with Erwin and was involved with Kinesso and Acxiom during the period relevant to the lawsuit. This history may provide context to the current dispute and the timing of the complaint's lodging.