Acxiom, a leading connected data and technology provider for major brands, has announced the launch of a new measurement solution called 'True Intelligence.' This solution is designed to give marketers deeper insights into the real-world impact of their digital and connected TV (CTV) advertising. By combining Acxiom's Real ID with The Trade Desk's media buying platform, Kokai, and leveraging durable identity solutions like Unified ID 2.0 (UID2), 'True Intelligence' aims to provide precise measurement of advertising effectiveness and deliver a new level of accountability.
Acxiom has introduced a new measurement solution, 'True Intelligence,' to provide deeper insights into digital and CTV advertising impact.
The solution is a collaboration with The Trade Desk, combining Acxiom's Real ID with The Trade Desk's Kokai platform and Unified ID 2.0 (UID2).
'True Intelligence' moves beyond last-touch attribution to measure the true incremental impact of advertising on both online and offline sales.
It uses privacy-conscious clean room environments to match ad exposure data to individual conversions, reducing reliance on extensive first-party data.
The solution helps advertisers with smarter audience development and optimization by identifying and scaling high-value audiences using machine learning.
The platform is adaptable to different levels of data maturity and analytics capabilities, with optional support from Acxiom Analytics Services.
For years, marketers have struggled with accurately measuring the true incremental impact of their digital and CTV advertising campaigns on both online and offline sales. Traditional methods often fall short, failing to provide a holistic view of incrementality or requiring extensive client first-party data. Acxiom's 'True Intelligence' solution is designed to address these challenges with a comprehensive approach that moves beyond basic attribution to measure genuine business outcomes.
A key feature of 'True Intelligence' is its focus on proven incrementality. The solution goes beyond last-touch attribution to measure the true, incremental impact of digital and CTV advertising. This allows advertisers to determine with greater confidence if a campaign drove new business and through which channels. Leveraging Acxiom's Real ID and secure clean room environments, 'True Intelligence' enables the matching of ad exposure data to individual-level conversions. This provides a closed-loop view from the initial ad impression to the final transaction, while minimizing the need for extensive client first-party data.
The solution also enhances audience strategies. Through machine learning-powered audience modeling and access to comprehensive exposure log files, advertisers can identify, scale, and optimize high-value audiences (HVAs). This feature delivers actionable insights into campaign performance, covering audience, creative, frequency, and media type. The result is a pathway to higher ROI and more efficient media spend. The 'True Intelligence' solution is flexible, accommodating different levels of data maturity. Brands can use their own first-party data or Acxiom data to identify audiences for activation through The Trade Desk’s Kokai platform.
"This groundbreaking collaboration between Acxiom and The Trade Desk is a game-changer for advertisers seeking genuine accountability and precision in their campaigns," said Sean Muzzy, Global President at Acxiom. "Brands can now definitively understand the incremental value of every ad dollar, empowering them to make smarter, data-driven decisions that directly translate to higher ROI."
“The smartest marketers and agency partners are those who use data and measurement to prove their advertising dollars are growing their businesses,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “Together with Acxiom, we’re delivering an end-to-end solution that can help advertisers become more strategic and data-driven with their media strategies. This innovation delivers more meaningful and measurable outcomes for marketers – while elevating the way we think about media buying.”
Acxiom puts data to work, solving complex challenges for the world’s leading brands and agencies. As the connected data and technology foundation of the Interpublic Group of Companies, Inc. (IPG), Acxiom unifies, connects, and prepares data for AI-driven marketing and decision-making, maximizing technology investments. As leaders in data ethics and governance, Acxiom brings a privacy-first approach to serving clients globally, with locations in the U.S., UK, Germany, China, Poland, and Mexico. Connect with Acxiom on LinkedIn and discover more at Acxiom.com.
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
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