Snowflake and Acxiom have announced a strategic partnership aimed at transforming the marketing landscape by integrating Acxiom’s data, identity, and collaboration capabilities directly into Snowflake’s AI Data Cloud. This collaboration allows brands and agencies to access and activate high-quality data securely and in real-time, without moving their first-party data. The integration supports global, privacy-first data strategies, enabling marketers to create precise audience segments, personalize campaigns, and optimize performance across channels. The partnership also introduces a joint innovation lab focused on developing advanced AI and omnichannel marketing solutions.
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Additionally, the collaboration leverages Snowflake’s data clean room capabilities and Acxiom’s Real ID identity resolution to ensure compliance and trust in data usage. Early use cases have demonstrated significant value, with agencies optimizing media spend and improving campaign performance using real-time insights and advanced analytics. By breaking down data silos and streamlining access to actionable intelligence, the partnership empowers marketers to deliver more effective, AI-enhanced customer experiences and drive measurable business outcomes. This initiative reflects both companies’ commitment to building a modern, scalable marketing infrastructure that addresses the growing demands of data-driven, AI-powered marketing ecosystems.
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