London, UK – (Tuesday 9th April 2024) – Acxiom, the customer intelligence company, and MetaRouter, a leader in modern server-side tag management technology, is launching ILLUMINATE. This new solution collects, enriches, and delivers insights to brands as they engage with customers in a world without third-party cookies.
As marketers continue experimenting with alternatives to third-party cookies, MetaRouter and Acxiom are launching ILLUMINATE to enable companies to use the same customer intelligence datasets for advertising and marketing while reducing reliance on third-party tags and external insights, to fundamentally enable brands to enhance decisioning journeys, reduce latency on their websites and improve customer experience.
In the wake of Google cookie deprecation earlier this year, the new solution will provide brands with a way to capture and identify people landing on their websites to fuel analytics that will refine activations such as paid media initiatives in a cookieless world. This means more effective ad spend and retargeting with consistency across teams and vendors, improved SEO via increased lighthouse scores and fueling a brand’s CDP with event analytics for attribution and measurement.
The solution works by deploying first-party customer recognition in a brand’s own infrastructure within their private cloud – when a user visits a site, that data is collected and streamed to external sources in real time. This dramatically reduces the chatter and bloat typically associated with third-party tags, pixels, and associated code by replacing the vendor tag, syncing with ID server-side to enable the collection of visitor data across digital properties. By moving respective third-party identifiers into the first-party context, ILLUMINATE’s server-side eventing bus becomes the singular destination for captured events. This provides customers with previously inaccessible visibility and control over event data syndication and its resultant utilisation while minimising the negative performance and compliance impacts presented by third-party mechanisms.
Jason Skelton, Head of European Partnerships at Acxiom, says: “Acxiom is partnering with MetaRouter to launch a solution that will illuminate the dark funnel for marketers – the places that buyers are engaging and making decisions that no attribution software or third-party tags can account for. Companies need to be enabled to better understand who is making important buying decisions across their current and prospective customer base. Across Acxiom and MetaRouter, we are excited to bring our collective first-party data collection capabilities to market and help navigate the complex challenges brands face as they start to operate in a cookieless world.”
Jonathan von Abo, VP of Alliances for EMEA says: “Working with Acxiom, MetaRouter is putting the power of data back into the hands of the brand and not in the hands of the third party. Collectively, we are offering a truly first-party solution which empowers brands to collect and own permissioned data, meaning they can now choose the information they share about their customers without relying on third-party insights. We are looking forward to our ongoing partnership with Acxiom, helping define the way brands use first-party data to create an improved customer experience.”
To find out more about ILLUMINATE click here.
To learn more about the Acxiom and MetaRouter partnership click here.
About Acxiom
Acxiom partners with the world’s leading brands to create customer intelligence, enabling data-driven marketing experiences that generate value for people and for brands. The experts in identity, the ethical use of data, cloud-first customer data management, and analytics solutions, Acxiom makes the complex marketing ecosystem work, applying customer intelligence wherever brands and customers meet. By helping brands genuinely understand people, Acxiom enables experiences so relevant and respectful, people are willing to explore new brands and stay loyal to those they love. For more than 50 years, Acxiom has improved clients’ customer acquisition, growth, and retention. With locations in the US, UK, China, Poland, and Germany, Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit Acxiom.com.
About MetaRouter
MetaRouter is the pioneer in fully server side tag management solutions, dedicated to enabling enterprise-level companies to regain control and security over their data. With a focus on data privacy and performance, MetaRouter empowers organizations to maximize the value of their customer data while ensuring the highest level of data security. Designed for peak performance, compliance, and control. Deployed on your private cloud, the platform replaces third-party tags and replicates their functionality with robust and highly configurable server-to-server integrations, serving some of the world’s largest retail, consumer packaged goods, and data-centric organizations.