Acxiom Partners With Treasure Data For Full Funnel Personalisation

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Acxiom Real Identity and Treasure Data aims to help brands develop a more sophisticated and agile way of managing identifying information.

Acxiom announced that Acxiom’s Real Identity is integrating with Treasure Data to enable full-funnel personalisation, measurement and attribution. Leveraging Acxiom’s more than 50 years of expertise in privacy-compliant data and identity management, the integration will further improve Acxiom’s ability to help brands identify, acquire, and retain customers, despite them having to rely on cookieless technologies.

The new announcement will introduce a deeper integration between Treasure Data CDP and Acxiom’s Real Identity solution. This will enable brands to more accurately and consistently identify people across touchpoints and create more relevant experiences throughout the customer journey.

The new integration improves data collection and identification via Acxiom’s rTag, making it accessible everywhere and enabling brands to build more complete views of customer journeys across all channels, paid and owned. The innovation announced is in response to industry trends and developments that brands cannot ignore.

“Working with Treasure Data on these deep integrations is yet another next step in our successful partnership. Wide-scale adoption of consumer experience applications creates new demand to integrate identity and data seamlessly. Finding new ways to identify customers, deliver insights and activate audiences will be critical to delivering a robust marketing ROI. The combination of Acxiom’s Real Identity and Treasure Data’s CDP will help brands achieve this,” said Eugene Becker, Executive Vice President and GM Global Data and Identity Products, Acxiom.

Acxiom Real Identity and Treasure Data aims to help brands develop what they need for the future: a more sophisticated and agile way of managing identifying information. The innovative partnership revolutionises the identity model by placing the brand at the center of its identity solution, with all third-party data, technology, or identity providers as contributors. By creating brand-owned identity graphs with related services, brands have more control when managing their data and technology, improving accuracy while reducing reliance on third-party cookies across owned and paid media.