Acxiom ratchets up attack on 'clean room' data market

IPG-owned data giant Acxiom is bolstering its services to target the so-called “clean room” data market, as the battle rages to secure market share from brand owners in the post-cookie world.

Acxiom claims to have long been an innovator in clean room technology, which allows different companies to match up their datasets without ever sharing their own first-party data.

Acxiom’s cloud-based Data Clean Room, built in partnership with Snowflake, will challenge InfoSum’s service – which is already used by Boots, ITV, Omnicom and Kantar – as well as the new Amazon Web Services Clean Rooms offering, which was launched late last year.

Acxiom insists its offering allows customers to securely share data-sets with partners and platforms to identify high-value consumer segments, lapsing customers, co-branding, loyalty, and prospecting opportunities – without revealing personally identifiable information.

Available across all industries and to brands of all sizes, the firm claims customers have already begun implementing the solution to help drive partnerships and marketing with other brands, although it has kept details of which brands are early-adopters under wraps.

However, it maintains the platform is aimed at those looking for an alternative to bespoke data clean rooms, claiming brands can control what data comes in, how it is linked to other data, and grant permission on how it is used in a way that protects brand, partners, and customers.

As a result, marketers have a much richer data-set for precise and accurate marketing measurement to deliver a unified customer view and the most relevant messages to their audiences, Acxiom reckons.

Acxiom chief executive and president Chad Engelgau said: “The impending elimination of third-party cookies has increased the need for companies to come together when seeking audience insights and campaign planning and execution.

“While data security has always been paramount, this type of marketing collaboration amid evolving privacy regulations and consumer trust concerns requires heightened sensitivity around how data can be used and shared. Our Data Clean Room solution, built on Snowflake, delivers secure data activation and measurement effectiveness to better understand when, where, and how best to connect with customers.”

Google’s withdrawal of cookies was first announced as far back as February 2020, and following three stays of execution the company maintains they will finally be axed next year.

However, a recent study by LiveRamp – which also offers a clean room solution – revealed three-quarters (73%) of UK marketers are not well prepared for the move, despite 92% believing Google will stick to its 2024 deadline.

In fact, most (60%) marketers are still developing their first-party strategies, while just under one in ten (8%) have no first-party data strategy, despite nearly half (45%) looking to first-party authenticated data to combat the loss of third-party cookies.

The study, which quizzed 250 UK brand-side senior marketers, also revealed that half (51%) are concerned about identity/addressability post-cookies; three-fifths (60%) are troubled about reaching audiences at scale; 56% about frequency capping; and 50% about measurement.