Acxiom®, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, announced the launch of Match Multiplier, an application that will facilitate data sharing by allowing brands to increase the reach of their data with additional match keys natively in the Snowflake Data Cloud. The need for privacy-safe data sharing to achieve marketing performance metrics is greater than ever, and Match Multiplier improves match rates between disparate data sets. Match Multiplier is built using Snowflake’s Native Application Framework, currently in private preview, which enables application developers to build applications using Snowflake core functionalities, globally distribute them on Snowflake Marketplace, and deploy them within a customer’s Snowflake account.
“As Snowflake continues to make strides to mobilize the world’s data, partners like Acxiom can give our customers greater flexibility around how they improve their digital resilience while continuing to meet their marketing goals in a privacy-safe manner.”
Acxiom and Snowflake, the Data Cloud Company, have created a privacy-safe clean room augmentation application to mobilize the world’s data within Snowflake’s Data Cloud. This will help joint customers increase potential downstream matches. Within the digital advertising ecosystem, brands have been able to increase matches by as much as 50%, even as third-party cookies and other identifiers go away. Using Match Multiplier, brands will have access to Acxiom’s market-leading, ethically sourced addressable recognition data to improve matches of their owned data within their Snowflake environment. Because Acxiom data and identity solutions are not reliant on cookies, but rather use deterministic touchpoints, they will continue to be an important part of a brand’s plan for digital resilience in a rapidly changing ecosystem. Match Multiplier runs directly in Snowflake customers’ accounts so they don’t need to move or share their data to benefit from improved match rates.
“We chose to partner with Snowflake to bring Match Multiplier to market because of our shared dedication to consumer privacy and technical excellence,” said Eugene Becker, GM Global Data and Identity, Acxiom. “We are excited to help brands unlock the power of their data and extend the reach of their first-party audiences at a time of great turbulence in our ecosystem.”
“Match Multiplier, built using Snowflake’s Native Application Framework, will be transformative for businesses as they pursue innovation with their digital advertising,” said Chris Child, Senior Director of Product Management, Snowflake. “As Snowflake continues to make strides to mobilize the world’s data, partners like Acxiom can give our customers greater flexibility around how they improve their digital resilience while continuing to meet their marketing goals in a privacy-safe manner.”