Acxiom Enhances Real ID to Strengthen Brand-Owned Customer Identity
Event summary
- Acxiom has enhanced its Real ID platform to connect data and activation across brands' marketing ecosystems.
- Real ID is now the identity and data layer of Omni, Omnicom’s marketing intelligence platform, with a 2.6 billion global audience.
- The solution delivers a 10% increase in website conversion rates, up to 50% higher recognition rates for email retargeting, and 57% lower cost of acquisition.
- Real ID is natively integrated into Acxiom partners’ platforms, allowing brands to manage identity and data within their own environments.
The big picture
Acxiom’s enhancement of Real ID aligns with the growing industry shift towards transparency and data ownership, challenging the dominance of black box vendors. As brands seek more control over their customer identity graphs, Real ID’s interoperability and scalability position it as a key player in the evolving marketing technology landscape. The integration with Omnicom’s Omni platform further solidifies its role in AI-driven marketing and decision-making.
What we're watching
- Data Governance
- How Acxiom’s emphasis on transparency and data ownership will influence brand adoption of Real ID.
- Market Differentiation
- Whether Real ID can sustain its competitive edge against black box vendors in the identity space.
- Technological Integration
- The pace at which Real ID’s native integration into marketing and cloud platforms will expand.