Purity is based on fully validated non-residents from Acxiom's own data collection and management programme, and not on goneaway data based on postal returns.
The database comprises 13.1m goneaways and is available to bureaux without licence fees.
Acxiom is claiming that at 18p a match, it is reducing the industry average for suppression by 12%.
Dawn Orr, UK data leader at Acxiom, is critical of goneaway data based on postal returns. Up to 30% of goneaways recorded via postal returns have been confirmed as false, according to Royal Mail.
Orr said: "As an industry, we're under increasing pressure to adopt ever-higher standards when it comes to data hygiene and targeting.
"However, for clients the commercial reality of allocating budget to suppression screening which is based on false postal returns simply doesn't deliver. That's why we've developed Purity."
Separately, Acxiom has agreed to sponsor the Institute of Direct Marketing's Diploma in Direct and Interactive Marketing for the next three years.
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