Acxiom’s Real ID Powers Brand-Owned Customer Identity

Key Takeaways:

• Acxiom is a leading data and technology foundation for top global companies
• Real ID leverages cloud-native capabilities for enhanced data interoperability
• Brands can own and manage their unique customer identity graphs
• Real ID serves as the identity layer in Omnicom’s Omni marketing intelligence platform
• The solution emphasizes streamlined activation across diverse marketing and advertising tech

Real ID’s Role in Connected Marketing

Acxiom®, known as the connected data and technology foundation for the world’s leading companies, has enhanced its Real ID solution to reshape how brands manage customer identity data. As stated in the original announcement, Acxiom launched Real ID specifically to help connect data and activation across the marketing ecosystem, enabling companies to create a more unified strategy.

Transition to Brand-Owned Identity Graphs

A significant feature of Real ID is its emphasis on brand ownership: “Brands can own their unique customer identity graph and data assets with Real ID,” according to the announcement. This ownership ensures marketers can consolidate and control data assets without depending on third-party systems. By strengthening brand-owned identity graphs, Real ID grants organizations the flexibility and breadth to execute targeted campaigns.

Core Interoperability Features

Built as a “cloud-native resolution” system, Real ID offers considerable advantages for marketing teams. By ensuring “interoperability across marketing and advertising technology and identifiers,” Real ID allows marketers to tap into various platforms seamlessly, aligning campaigns with the correct audiences. This approach lessens data fragmentation and gives brands a more holistic understanding of their customers.

Integrating with Omnicom’s Omni

Real ID now stands as “the identity and data layer of Omni, Omnicom’s marketing intelligence platform,” according to Acxiom. This marks a strategic collaboration, allowing marketers who use Omni to leverage Real ID’s technology directly. By layering Acxiom’s identity services within Omni, brands can build campaigns with precision, maintaining a seamless view of their data across diverse marketing channels.