London, England. | October 13, 2022 – Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, today announced the launch of its Media Data Platform (MDP), the result of a partnership between Acxiom, Kinesso and Treasure Data.
In response to continued changes around the deprecation of third-party cookies, attitudes to privacy and tighter market regulations, marketers and advertisers have reached a tipping point that will define how they connect and interact with people. A successful transition to a first-party data strategy is vital for brands looking to acquire customers and will augment second and third-party solutions already in place. However this requires a complete overhaul in how data is used for prospecting in marketing.
The MDP solution enables B2C marketers to continue to reach the right prospects in the right channels for marketing acquisition use cases, regardless of the planned deprecation of the third-party cookie. The MDP does this by utilising a brand’s first-party data safely and securely, reducing their reliance on third-party cookies over time. This enables advertisers to create high value audiences through unparalleled match-rates to drive higher performance across their advertising and marketing technology-backed programmes.
The MDP solution combines:
- Acxiom InfoBaseⓇ to enrich a brand’s own first-party customer data and Acxiom Services – from definition and prioritisation of business use cases Acxiom uses industry leading principles and best-practices to design, build and manage the full scope of the data-driven MDP solution.
- Customer Data Platform (CDP) technology from Treasure Data, enabling enterprises to create connected customer experiences by analysing and interpreting disparate data silos to fuel insights, personalisation and achieve operational efficiency.
- Kinesso media expertise, with access to a vast digital media ecosystem for activation.
MDP relieves brands of a total reliance on third-party cookies and ‘walled gardens’ for media. The MDP’s versatility means it can be used in conjunction with or outside of the ‘walled gardens’, and with or without CDPs. With a diverse array of connectors, brands have the ability and flexibility to work with whoever fits a requirement best, and not tied to a specific vendor or partner. By building their own first-party datasets, brands can create data assets and brand experiences with digital responsibility by design, with far more brand control than ever before.
MDP enables brands to:
- Connect & Integrate customer data to build precise audiences: Assembling data from first, second and third-party data sources, online and offline, finding overlaps, creating audience stacks split by behavioural and geo-demographic characteristics for specific campaigns and tasks.
- Extend and execute: The MDP builds on the audiences created, managing the balance of precision and reach, using both seed audiences or audience characteristics to optimise execution and the mix of media selected. This maximises the return on investment on media spend.
Mike Menzer, Head of International, Acxiom said “Today, effective marketing is impossible without having the right customer data in place. The Media Data Platform solution brings together the best capabilities of three market-leading experts, giving brands the advantage they need as they transition away from an over-reliance on third-party data and third-party cookies for acquisition strategies, to growing and high-performing first-party data assets and solutions.”
“As we continue on the path of third-party cookie deprecation the MDP will help organisations overcome the risks by allowing them to leverage first party data in a more powerful and effective, yet secure manner,” said Jonathan von Abo, Head of Strategic Alliances at Treasure Data. “We are very excited to continue building on our strong partnership with two category leading companies like Acxiom and Kinesso bringing together the worlds of data, media and technology to support organisations as they shift from third to first-party data strategies.“
Geoff Copps, Managing Partner for Audience and Identity at Kinesso, EMEA added: “To deliver cutting-edge marketing solutions for clients, it’s crucial to have a comprehensive roster of market-leading partners. As we stand on the threshold of the post-cookie era, this new partnership supercharges our collective ability to unlock the full value of clients’ first-party data. From strategic insight to media activation, advertiser clients can look forward to their first-party data assets achieving their full potential.”
For more information on Media Data Platform click here.
About Acxiom
Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. 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 Kinesso
Kinesso is the marketing intelligence technology company of IPG, helping brands connect with the right people and drive meaningful outcomes through seamless data-driven marketing solutions. As a technology-enabler, Kinesso powers marketing systems through a proprietary suite of applications that seamlessly integrate ad tech and martech. Kinesso’s application framework spans audience, planning and activation, delivering insights and business results for leading global brands. Learn more at www.kinesso.com.
About Treasure Data
Treasure Data Customer Data Cloud helps enterprises use all of their customer data to improve campaign performance, achieve operational efficiency, and drive business value with connected customer experiences. Our suite of customer data platform solutions integrates customer data, connects identities in unified customer profiles, applies privacy, and makes insights and predictions available for Marketing, Service, Sales, and Operations to drive personalised engagement and improve customer acquisition, sales, and retention. To learn more, visit www.treasuredata.com
