Acxiom Unveils ‘True Intelligence’ to Redefine Digital and CTV Advertising Measurement in Partnership with The Trade Desk

Acxiom, the connected data and technology foundation powering some of the world’s leading brands, announced the launch of ‘True Intelligence’, an advanced measurement solution designed to help marketers better understand the real-world business impact of their digital and connected TV (CTV) advertising.

The solution integrates the power of Interpublic’s Interact operating system – powered by Acxiom – and Acxiom’s Real ID with The Trade Desk’s media buying platform, Kokai. This combination delivers precise and privacy-conscious measurement while leveraging durable identity solutions such as Unified ID 2.0 (UID2).

Acxiom’s Real ID ensures connected identity resolution across the marketing ecosystem, enabling enhanced customer experiences, stronger AI applications, and improved business performance – all with compliance and privacy at the core. By adopting UID2, Acxiom bridges Real ID with UID2 to provide brands with a scalable and interoperable approach to identity.

For years, advertisers have faced challenges in accurately quantifying the incremental value of their digital and CTV campaigns. Traditional measurement often fails to capture both online and offline conversions, lacks holistic incrementality, or requires heavy reliance on first-party data. ‘True Intelligence’ addresses these gaps by going beyond attribution to measure actual business outcomes.

Also Read: Reddit Unveils New Pro Tools to Strengthen Publisher Engagement & Content Visibility

Key Features of ‘True Intelligence’

• Proven Incrementality Beyond Attribution: Moves past last-touch models to assess the true incremental impact of campaigns across digital and CTV channels, empowering brands to validate if advertising efforts genuinely drive new business.
• Closed-Loop, Precise Measurement: By leveraging Real ID within privacy-first clean room environments, advertisers can link ad exposure directly to individual-level conversions, offering a full view from impression to transaction without overreliance on first-party data.
• Smarter Audience Development: With machine learning-driven audience modeling and access to comprehensive exposure log files, advertisers can identify and optimize high-value audiences (HVAs), evaluate performance across creative, frequency, and media types, and improve ROI.

The solution adapts to varying levels of data maturity. Brands can activate their own first-party data or Acxiom’s audience data via The Trade Desk’s Kokai platform. Post-campaign, exposure log files from The Trade Desk (via UID2) are matched with conversion data using Real ID, enabling precise, audience-level lift measurement.

For companies without robust analytics resources, Acxiom Analytics Services can provide tailored support. Meanwhile, advanced clients can use True Intelligence within a privacy-safe analytics environment, allowing multiple publishers to securely match exposure data with their own datasets for end-to-end measurement.

“This groundbreaking collaboration between Acxiom and The Trade Desk is a game-changer for advertisers seeking genuine accountability and precision in their campaigns,” said Sean Muzzy, Global President at Acxiom. “Brands can now definitively understand the incremental value of every ad dollar, empowering them to make smarter, data-driven decisions that directly translate to higher ROI.”

“The smartest marketers and agency partners are those who use data and measurement to prove their advertising dollars are growing their businesses,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “Together with Acxiom, we’re delivering an end-to-end solution that can help advertisers become more strategic and data-driven with their media strategies. This innovation delivers more meaningful and measurable outcomes for marketers – while elevating the way we think about media buying.”