Acxiom®, the data and technology backbone for global brands, has unveiled ‘True Intelligence’, a new measurement solution designed to give marketers a clearer view of the real-world impact of digital and connected TV (CTV) campaigns. The platform combines Acxiom’s Real ID, Interpublic’s Interact operating system, and The Trade Desk’s Kokai platform to deliver precision insights while integrating privacy-conscious frameworks like Unified ID 2.0 (UID2).
Measuring What Matters
Marketers have long struggled to gauge the true incremental effect of their digital and CTV advertising. Traditional attribution models often fall short, ignoring offline conversions or relying heavily on client first-party data. ‘True Intelligence’ addresses this gap, going beyond basic attribution to measure tangible business outcomes.
“Brands can now definitively understand the incremental value of every ad dollar,” said Sean Muzzy, Global President at Acxiom. “This empowers smarter, data-driven decisions that directly translate to higher ROI.”
Key Features
1. Incrementality Beyond Attribution: Tracks the real incremental impact of campaigns across online and offline channels, letting advertisers see which efforts actually drive new business.
2. Closed-Loop, Precise Measurement: Using Real ID and privacy-conscious clean room environments, the platform connects ad exposure to individual-level conversions, reducing reliance on extensive first-party data.
3. Smarter Audience Optimization: Machine learning-powered modeling and exposure log analysis help identify, scale, and optimize high-value audiences (HVAs), enhancing campaign ROI and media efficiency.
The solution adapts to a brand’s data maturity. Companies can use their own first-party data or leverage Acxiom’s resources, activating audiences through The Trade Desk’s Kokai platform. Post-campaign, exposure logs are matched to conversions using Real ID, enabling precise measurement of incremental lift via hold-out testing.
For brands lacking internal analytics resources, Acxiom Analytics Services can provide tailored support. For those with advanced capabilities, True Intelligence offers a privacy-conscious environment to integrate multiple publisher exposure logs with first-party data, enabling comprehensive closed-loop measurement.
Industry Implications
With advertisers demanding accountability in increasingly fragmented media landscapes, ‘True Intelligence’ positions Acxiom and The Trade Desk at the forefront of measurement innovation. By combining AI-driven insights, identity resolution, and privacy-focused frameworks, marketers can finally tie ad spend to real business outcomes, bridging the long-standing gap between online impressions and offline results.
“The smartest marketers are those who use data and measurement to prove their advertising dollars are growing their businesses,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “Together with Acxiom, we’re delivering an end-to-end solution that elevates media buying with more meaningful, measurable outcomes.”
