Snowflake and Acxiom are collaborating to develop an artificial intelligence-driven marketing function in the cloud. This partnership facilitates direct integration of IPG's proprietary data and tools into brands' Snowflake environments, eliminating risky data transfers and enhancing transparency and control. The effort addresses brands' needs for security, compliance, real-time insights, and improved personalization. This collaboration aims to create a unified branding strategy for companies, allowing them to maintain consistency across various platforms, as emphasized by Acxiom's CEO, Jarrod Martin.
First-party data is becoming more and more important... the consequences of things going wrong with that data are more important than ever.
If you're Nike, you want to be Nike. You don't want to be Facebook Nike, TikTok Nike... that enables them to create that consistency and connectivity on their own.
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