Acxiom LLC of Conway has partnered with UK-based InfoSum on a data matching initiative that aims to help marketers deliver more actionable consumer insights.
Acxiom's Match Multiplier application will be used in combination with InfoSum's data collaboration platform, allowing marketers to securely enhance their data to maximize addressability across channels, the companies said in a news release.
Through testing, customers have reportedly seen a 40% incremental lift in matching between two or more data sets.
Acxiom’s data and identity solutions utilize deterministic touchpoints instead of cookies, which much of the industry is phasing out. The companies said that positions them well for the future.
“Acxiom’s Match Multiplier greatly enhances the ability for InfoSum customers to maximize the value of their first-party data assets,” Brian Lesser, CEO of InfoSum, said in the release. “Our joint approach to privacy-first data collaboration will help offer our customers increased flexibility, security, and control over their data as they reach more inventory across a network of media owners.”