Snowflake, the AI Data Cloud company, and Acxiom® , the connected data and technology foundation of Interpublic Group of Companies, announced a strategic initiative to build and deliver a modern, AI-powered marketing data infrastructure that will fundamentally transform how brands leverage AI for marketing. This collaboration will enable IPG to bring its proprietary data, identity, and collaboration tools directly into brands’ Snowflake environments.
With operations in over 100 countries, IPG will make these capabilities available to brands at a global scale, helping modernize outdated data practices by delivering a first-of-its-kind, secure and transparent AI-powered marketing foundation built natively in the cloud. As part of this transformation, Acxiom will also modernize its products, solutions, and client environments with Snowflake, enabling brands to maximize the power of their first-party data in the cloud.
This collaboration unlocks a new era of marketing capabilities for brands. By bringing IPG’s advanced technologies-including Acxiom’s comprehensive suite of data and identity solutions and IPG’s collaborative Interact platform-directly into their Snowflake environments, brands gain unprecedented visibility and control over their data flow across applications, agencies, and platforms. With Snowflake’s built-in privacy and security features, this direct integration eliminates the need to move first-party data. It empowers brands with real-time insights, precise audience segmentation, and improved personalization, while also modernizing their data and technology stacks with composable architectures and AI.
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“IPG and Acxiom are redefining how brands leverage data and AI by building on Snowflake’s secure, unified platform,” said Denise Persson, Chief Marketing Officer, Snowflake. “Our AI Data Cloud provides the robust foundation necessary to bring IPG’s innovative vision for a modern, AI-driven marketing ecosystem to life, enabling seamless collaboration and the deployment of advanced AI capabilities for their clients.”
“Every marketer and business leader wants speed, flexibility, and meaningful results from their data and martech investments,” said Jarrod Martin, Global CEO of Acxiom. “By partnering with Snowflake, we’re eliminating data silos that previously prevented marketers from achieving truly integrated customer views and real-time personalization.”
SOURCE: Snowflake