Snowflake, Acxiom Partner to Deliver AI-Powered Marketing
Snowflake and Acxiom are building a secure, AI-powered marketing infrastructure to help brands modernise data practices, eliminate silos, and unlock real-time personalisation at scale.
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Snowflake, the AI Data Cloud company, and Acxiom, the connected data and technology foundation of Interpublic Group of Companies, Inc., have announced a strategic initiative to develop an AI-powered marketing data infrastructure aimed at helping brands use AI more effectively.
As part of the collaboration, IPG will integrate its data, identity, and collaboration tools directly into brand environments within Snowflake.
With operations in over 100 countries, IPG will make these capabilities available to brands at a global scale, helping modernise outdated data practices by delivering a secure and transparent AI-powered marketing foundation built natively in the cloud.
As part of this transformation, Acxiom will also modernise its products, solutions, and client environments with Snowflake, enabling brands to maximise the power of their first-party data in the cloud.
By bringing IPG’s advanced technologies—including Acxiom’s comprehensive suite of data and identity solutions and IPG’s collaborative Interact platform—directly into their Snowflake environments, brands gain unprecedented visibility and control over their data flow across applications, agencies, and platforms.
With Snowflake’s built-in privacy and security features, this direct integration eliminates the need to move first-party data. It empowers brands with real-time insights, precise audience segmentation, and improved personalisation, while also modernising their data and technology stacks with composable architectures and AI.
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“IPG and Acxiom are redefining how brands leverage data and AI by building on Snowflake’s secure, unified platform,” said Denise Persson, Chief Marketing Officer, Snowflake.
“Our AI Data Cloud provides the robust foundation necessary to bring IPG’s innovative vision for a modern, AI-driven marketing ecosystem to life, enabling seamless collaboration and the deployment of advanced AI capabilities for their clients.”
Jarrod Martin, Global CEO of Acxiom, said, “Every marketer and business leader wants speed, flexibility, and meaningful results from their data and martech investments. By partnering with Snowflake, we’re eliminating data silos that previously prevented marketers from achieving truly integrated customer views and real-time personalisation.”
New Features Introduced:
- Privacy-First Data Access: Interact, IPG’s integrated platform for brand marketing, will be made available directly within marketers’ Snowflake environments through the Snowflake Native App Framework. It will integrate with Acxiom’s privacy-focused tools, including data clean rooms, predictive audiences, and Acxiom Real ID for identity resolution.
- AI-Powered Marketing Transformation: Brands can automatically optimise campaigns, predict performance, and generate personalised content by leveraging Interact’s AI features, powered by Snowflake Cortex, unlocking a new level of AI-driven marketing transformation.
- Full Ecosystem Transparency: Interact will operate directly within the client’s Snowflake environment, securely powered by Real ID, reversing the traditional agency-client data model. This shifts away from traditional “black box” agency models, providing more visibility into data usage and performance metrics while maintaining data control.
- Secure Data Collaboration: IPG and Acxiom will continue to prioritise privacy-forward practices, leveraging Snowflake’s collaboration capabilities and trusted partners like Mediaocean Prisma and The Trade Desk. Acxiom’s integration of Real ID into Snowflake Data Clean Rooms further reflects their commitment to zero-copy data sharing, facilitating seamless collaboration on audience insights, ad verification, incremental ROI measurement, and omnichannel marketing.
- Joint Solutions Hub: Snowflake, IPG, and Acxiom will set up a joint hub to explore new AI and omnichannel marketing tools. The teams will work with Snowflake Cortex, Interact, and other platform features, while also gaining early access to updates from Snowflake’s partner ecosystem. This is aimed at helping teams stay current and test new solutions before wider release.
Building on these integrations and Acxiom’s involvement in the Snowflake Partner Network (SPN), IPG is extending its focus on delivering data-driven marketing solutions using Snowflake’s infrastructure. The partnership gives IPG early access to Snowflake’s upcoming features, supporting the ongoing development of its technical capabilities on the platform.
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