Google Cloud keeps adding partners that expand its customer data management capabilities. The latest is Acxiom, which will make its marketing analytics, data management, and compiled data sets available in the Google Cloud environment. The deal is mostly about Acxiom running its services on Google Cloud, not making Acxiom data more easily available.

Ad industry group ANA has issued a Request for Proposal for a study of programmatic media transparency, which the ANA described as “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.” ANA CEO Bobo Liodice added that “Marketers do not have a fully transparent line of sight into their programmatic supply chains”. Jamie in our Department of the Obvious is impressed.

Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.