IPG-owned knowledge dealer Acxiom and The Commerce Desk introduced an growth of their long-term measurement partnership on Tuesday with True Intelligence, which helps entrepreneurs join their digital and CTV campaigns to real-world outcomes.
Since 2021, IPG has been a closed operator for TTD’s Unified ID 2.0, which is an entity that’s approved to make use of first-party knowledge to create and encrypt UID2 identifiers.
The brand new product goes additional by plugging into The Commerce Desk’s AI-based Kokai advert platform to create a dwell suggestions loop between the UID2 IDs focused by TTD and outcomes collected by Acxiom.
It matches viewers impressions to on-line and offline gross sales from Acxiom’s shopper knowledge, Sean Muzzy, Acxiom’s international president, informed AdExchanger.
Advertisers are searching for “extra clever measurement options that basically ship incrementality as a metric,” Muzzy mentioned, which is what the brand new True Intelligence product is seeking to obtain for campaigns through The Commerce Desk.
Counting what counts
A technique to consider the brand new taste of Acxiom’s tie-up with The Commerce Desk is as a mirrored image of different comparable incrementality and AI advert merchandise provided by walled gardens.
Amazon, for instance, has an identical product with Acxiom, Muzzy mentioned, though it’s particular to Amazon’s empire. The product was constructed on AWS for Amazon’s media, makes use of the Amazon DSP and sits inside Amazon Advertising and marketing Cloud, which is the advert enterprise’s knowledge clear room.
With True Intelligence, advertisers can “hit the open web, inclusive of CTV, to provide the flexibility to measure holistically,” Muzzy mentioned, including that the product is constructed on Snowflake, which is a impartial platform.
The thought of concentrating on incremental new prospects with an AI-based advert platform can also be akin to what Google and Amazon have completed with Efficiency Max and Efficiency Plus, respectively.
“After I take into consideration how this might evaluate to these black-box options,” mentioned Jed Dederick, CRO of The Commerce Desk, “that is very a lot The Commerce Desk’s DNA of extremely measurable advertising.”
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Walled backyard platforms use their very own identification units and DSPs to self-attribute and optimize campaigns, which is a nontransparent follow even by walled backyard requirements. Advertisers solely get reported outcomes, and the IDs aren’t accessible.
With TTD and Acxiom, advertisers can entry log recordsdata and construct on high of their very own first-party knowledge set or CRM base.
What the walled gardens get proper, although, is that advertisers now count on their campaigns to have a powerful suggestions loop between the ad-buying system and the attribution identification knowledge set.
“For those who really are feeding it again,” Dederick mentioned, “then your advertising spend turns into funding.”
