Snowflake and Acxiom announced a strategic initiative to build and deliver a modern, AI-powered marketing data infrastructure that will fundamentally transform how brands leverage AI for marketing. This collaboration will enable IPG to bring its proprietary data, identity, and collaboration tools directly into brands' Snowflake environments. With operations in over 100 countries, IPG will make these capabilities available to brands at a global scale, helping modernize outdated data practices by delivering a first-of-its-kind, secure and transparent AI-powered marketing foundation built natively in the cloud.
As part of this transformation, Acxiom will also modernize its products, solutions, and client environments with Snowflake, enabling brands to maximize the power of their first-party data in the cloud. This collaboration unlocks a new era of marketing capabilities for brands. By bringing IPG's advanced technologies--including Acxiom's comprehensive suite of data and identity solutions and IPG's collaborative Interact platform--directly into their Snowflake environments, brands gain unprecedented visibility and control over their data flow across applications, agencies, and platforms. It empowers brands with real-time insights, precise audience segmentation, and improved personalization, while also modernizing their data and technology stacks with composable architectures and AI.
Breaking the Black Box: Marketing's Transparent Future: This initiative unlocks capabilities previously impossible to deliver at scale: Privacy-First Data Access: Interact, IPG's integrated platform for brand marketing, will be available directly within marketers' Snowflake environments via the Snowflake Native App Framework, seamlessly integrating with Acxiom's suite of privacy-enhancing solutions, including collaborative data clean rooms, predictive audiences, and Acxiom Real ID for identity resolution. Joint Solutions Hub for Continued Innovation: Snowflake, IPG and Acxiom are planning to create a joint incorporation hub to develop new AI and omnichannel marketing solutions, leveraging Snowflake's secure, multi-cloud data collaboration capabilities and the combined power of Snowflake Cortex and Interact. This initiative will not only upskill IPG and Acxiom teams on Snowflake's latest products and features but also provide them with valuable first looks into Snowflake's robust adtech and martech partner ecosystem, granting IPG and Acxiom clients advanced access to new data, applications, and AI solutions.
Building on these powerful integrations and Acxiom's role in the Snowflake Partner Network (SPN), IPG is signing a deep and ongoing commitment to delivering comprehensive, data-driven marketing solutions powered by Snowflake. This will allow IPG early access to Snowflake's latest innovations, allowing for continuous advancement of technical capabilities on the platform. Real-World Impact: Transforming Client Outcomes: This alliance is already delivering measurable results across industries: IPG Mediabrands is empowering a global toy manufacturer to adopt an always-on investment strategy and achieve more effective ad spend optimization based on real-time consumer demand, enabled by Snowflake-powered data insights.
KINESSO is unlocking unprecedented global channel insights for a leading commerce company by leveraging Snowflake to leveraging Snowflake to maximize its first-party data and client environments with Snowflake.
