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.
Here’s another option for TV audience targeting: OpenAP has launched OpenID, which combines individual-level data from TransUnion and TV household data from Tru Optik. Advertisers will use the data to define audiences and then match them against viewership data and platform IDs to build media plans. The OpenIDs will also be interoperable with Unified ID 2.0 created by The Trade Desk.
Contextual advertising is being reborn as an alternative to cookie-based ad targeting. Adtech vendor Criteo is improving contextual results by adding insights based on each publisher’s first-party purchase data. Specifically, it will identify the content related to each purchase, find other pages with similar contents, and show ads with relevant product recommendations. Old-school contextual targeting wasn’t refined with purchase history.
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.