Acxiom announced an expansion of its long-standing partnership with Amazon Ads, making over 10,000 Acxiom audiences directly available within Amazon DSP's Audience Hub. With availability since March 16, the direct integration empowers advertisers to seamlessly activate high-quality Acxiom audiences across Amazon-owned media properties and premium open-internet supply in the U.S., U.K., and Germany, delivering speed, precision, and scale to their programmatic campaigns.
Quick Intel
Over 10,000 Acxiom audiences now directly available in Amazon DSP Audience Hub.
Available in U.S., U.K., and Germany markets.
Direct API integration eliminates traditional onboarding delays.
Superior match rates often exceeding 80% in testing.
Reach across Prime Video, Twitch, Amazon Music, and open internet.
Amazon authenticated graph reaches over 90% of U.S. households.
This enhanced collaboration addresses critical challenges faced by today's marketers, including lengthy onboarding timelines, fragmented audience data, and inconsistent match rates. By leveraging a direct API connection, Acxiom provides marketers with direct access to over 10,000 Acxiom audiences, built on a foundation of Acxiom Real ID, now immediately accessible and ready for activation across Amazon's vast ecosystem and beyond. The direct integration eliminates traditional onboarding delays, allowing brands to launch and optimize campaigns with unprecedented speed. Advertisers can expect superior match rates, often exceeding 80%, ensuring greater addressability, minimizing waste, and maximizing campaign effectiveness across media channels like Prime Video, Twitch, Amazon Music, and the open internet.
For Amazon Ads, the partnership expands the range of third-party audiences available natively within Amazon DSP, reinforcing its commitment to providing advertisers with robust tools for hyper-personalization. Adding Acxiom audiences with Amazon's authenticated graph technology connects verified audiences through authenticated signals across shopping, streaming, and entertainment, reaching over 90% of U.S. households. Acxiom's direct API integration with the Amazon DSP ensures high match rates and supports fast advertiser activation with a wealth of off-the-shelf audience options.
Conclusion
As Martin Wexler, EVP of product revenue and partnerships at Acxiom, stated: "In today's fast-paced digital landscape, marketers need immediate access to precise, high-quality audiences to drive impactful results. This direct integration with Amazon DSP makes our industry-leading, privacy-first data available for instant, multichannel activation. By building on the power of Acxiom Real ID, we're enabling brands to connect with their ideal customers across all phases of the purchase funnel more efficiently and effectively than ever before, with measurable outcomes."
Meredith Goldman, Director, Amazon DSP, added: "At Amazon, we are continually innovating to provide advertisers with the most effective tools to reach their customers. Integrating Acxiom's extensive audience library directly into Amazon DSP's Audience Hub is a testament to that commitment. This collaboration empowers brands to achieve greater precision, efficiency, and reach, ultimately driving stronger campaign performance and delivering more relevant experiences to consumers."
Advertisers can begin leveraging custom syndicated data sets across Acxiom's data catalog immediately by navigating to Amazon DSP: Audience Hub. For custom Acxiom audiences or specialized healthcare segments, advertisers can reach out to Acxiom's data experts. This announcement comes ahead of the Possible Conference (April 27-29), where both Acxiom and Amazon Ads will be highlighting the benefits of this enhanced partnership.
About Acxiom
Acxiom puts data to work, solving complex challenges for the world's leading brands and agencies. As the connected data and identity foundation for Omnicom (OMC) and part of Omnicom Media, 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.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.