Snowflake Integration and Partnership for Acxiom / IPG

Data cloud company Snowflake has partnered with IPG data sharing and targeting wing Acxiom to create 'a modern, AI-powered marketing data infrastructure', promising seamless and privacy-safe benefits including real-time insights, data sharing, audience segmentation and improved personalization.

Acxiom serves as 'the connected data and technology foundation' of the Interpublic Group / IPG Mediabrands, integrating and readying data for AI-driven marketing and decision-making for the group and its clients. The deal brings IPG's proprietary data, identity, and collaboration tools directly into brands' Snowflake environments, which are used by more than 11,000 companies worldwide to build, use and share data, applications and AI.

The firms say this brings a number of specific new features / combinations for marketers. IPG's Interact integrated platform for brand marketing will be available directly within marketers' Snowflake environments via the latter's Native App Framework, adding Acxiom solutions including collaborative data clean rooms, predictive audiences and identity resolution. Combining Interact with Snowflake Cortex will allow brands to automatically optimize campaigns, predict performance, and generate personalized content.

Transparency and security benefits are at the core of the deal, according to the partners: integrating Interact within a client's Snowflake environment will creat 'a transparent ecosystem where data is securely connected between marketers and media partners, granting full visibility into data usage and marketing ROI, with significant advantages in privacy, control, and AI enablement.' Acxiom's integration of its Real ID into Snowflake Data Clean Rooms underlines their commitment to the sharing of data without copying, and allows collaboration on audience insights, ad verification, incremental ROI measurement, and omnichannel marketing.

Lastly, the two companies will set up a joint incubation hub to develop new AI and omnichannel marketing solutions.

Initial projects from the alliance include IPG Mediabrands' provision of an always-on investment strategy for a global toy manufacturer, delivering 'more effective ad spend optimization based on real-time consumer demand,' enabled by Snowflake-powered data insights; and Kinesso's use of Snowflake tech to power a proprietary Media Mix Model for 'a leading commerce company', analysing tens of millions in ad spend across markets.

'Our AI Data Cloud provides the robust foundation necessary to bring IPG's innovative vision for a modern, AI-driven marketing ecosystem to life,' says Snowflake CMO Denise Persson. Jarrod Martin, Global CEO of Acxiom (pictured) comments: '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 personalization.'

Acxiom has offices in the US, the UK, Germany, China, Poland and Mexico, and the companies are online at www.snowflake.com and www.acxiom.com .