IPG Modernizes Identity Resolution with Launch of Real ID Cloud Solution
17 Outubro 2023 - 9:30AM
Interpublic Group (NYSE: IPG) today unveiled Real IDä in the Cloud,
an identity resolution application built by Acxiom and designed to
seamlessly integrate with a brand’s secure cloud ecosystem to power
growth in a cookie-less world. Real ID enables marketers to
recognize the real people behind the scattered data points, swiftly
creating accurate, holistic customer views that tap into Acxiom’s
best-in-class data assets. Real ID accelerates growth for brands by
enhancing a marketer’s existing first-party data, without the cost,
complexity, and risk of moving personally identifiable information
(PII).
"At a time when personalized brand experiences are what every
brand and marketer need to deliver, Real ID in the cloud addresses
an industry need for identity resolution tools that prioritize
consumer privacy in a post-cookie world. Built on ethically sourced
data, Real ID is a significant step forward towards intelligent,
data-driven decisions across all marketing channels and use cases,
and underlines IPG's commitment to innovation and client success,”
commented Philippe Krakowsky, CEO of Interpublic Group.
Acxiom and FCB, the global creative network within IPG, are
using Real ID in the Cloud for shared clients to drive insights and
accelerate growth for brands. The two agencies, alongside Snowflake
and Nielsen, will discuss Real ID on Tuesday, October 17, at
Advertising Week in a session called, “Clarity in the Cloud.”
Tina Allan, Global Chief Data & Intelligence Officer at FCB
notes, "With Real ID, brands can finally share real insights gained
from the first-party data they’ve been collecting across all their
marketing programs without having to exchange PII. Real ID gives
them a complete picture of their customers – including who their
best customers are – by using the world’s most robust data set,
housed within IPG’s Acxiom. The tool gives power back to brands,
allowing them to accelerate growth through smarter customer
engagement without compromising privacy or security."
Powered by Acxiom's market-leading global data set and
proprietary customer intelligence solutions, Real ID is built for
native cloud integration and leverages the scalability and security
of cloud platforms like Amazon Web Service (AWS), Google Cloud, and
Snowflake to offer:
- High-Precision
Matching: Assigns unique IDs to customer data, achieving
exceptional match rates through Acxiom’s expert data hygiene,
validation, and census-scale identity graph.
- Advanced Data
Privacy: Eliminates the need to move PII, avoiding
resource-intensive implementations and lengthy contract procedures
while ensuring adherence to state regulations, using rigorous data
access controls, encryption, and governance.
- Future-Ready
Design: Promises adaptability to market and technological
shifts (including the deprecation of third-party cookies and mobile
IDs) through cloud-enabled architecture, maximizing business growth
and ROI.
Eugene Becker, General Manager of Global Data and Identity
Products at Acxiom explains, "Real ID's differentiation and power
derive from its cloud-native integrations, that enable high
fidelity matching with zero PII movement. Brands and agencies can
quickly scale, operationalize insights, distribute audiences to
platforms like Facebook and Yahoo, and optimize their budgets for
the best possible outcomes. We’ve had a lot of success working with
FCB and look forward to more of our IPG sister companies realizing
the potential of what Real ID can do for their clients.”
Key Benefits of Acxiom’s Real ID in the cloud:
- Real Human
Insights: Craft campaign and customer loyalty strategies
informed by data based on actual people, not proxies or survey
data.
- Strategic
Collaborations: Securely share data among brands without
moving PII, optimizing clean room performance, unlocking high match
rates, co-marketing opportunities and new revenue streams.
- Unified Data
Performance: Extract insights from consolidated data
sources, enrich proprietary data, and drive advanced analytics to
create memorable experiences.
For more details about Acxiom’s Real ID in the cloud, visit
Acxiom.com/real-id.
# # #
About AcxiomAcxiom 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 InterpublicInterpublic (NYSE: IPG) (www.interpublic.com)
is a values-based, data-fueled, and creatively-driven provider of
marketing solutions. Home to some of the world’s best-known and
most innovative communications specialists, IPG global brands
include Acxiom, Craft, FCB, FutureBrand, Golin, Huge, Initiative,
IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann,
Mediahub, Momentum, MRM, MullenLowe Global, Octagon, R/GA, UM,
Weber Shandwick and more. IPG is an S&P 500 company with total
revenue of $10.93 billion in 2022.
# # #
Contact InformationTom Cunningham (Press) (212) 704-1326
Jerry Leshne (Analysts, Investors) (212) 704-1439
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