Snowflake, Acxiom launch AI platform for marketing data
Snowflake and Acxiom have announced a global strategic partnership to deliver an AI-powered marketing data infrastructure designed to provide brands with secure, transparent, and cloud-native access to marketing data and tools.
The initiative aims to shift brands away from traditional "black box" agency models by enabling direct access to proprietary data, identity, and collaboration tools within their own Snowflake environments. This new foundation leverages Snowflake's AI Data Cloud to allow clients of Interpublic Group (IPG) to utilise privacy-by-design technologies, zero-copy data sharing, and advanced AI features at scale.
Strategic goals
According to the companies, the collaboration will bring IPG's advanced data and identity solutions, including Acxiom's Real ID and predictive audience tools, directly into brands' cloud environments. With operations in over 100 countries, IPG will provide these capabilities to brands globally, focusing on modernising data practices and enabling real-time personalisation and campaign optimisation.
"IPG and Acxiom are redefining how brands leverage data and AI by building on Snowflake's secure, unified platform. 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," Snowflake's Chief Marketing Officer, Denise Persson, said.
The infrastructure will enable brands to activate and manage first-party data, achieve improved audience segmentation, and gain increased control over their data flows. By eliminating the need to transfer sensitive data between platforms, the solution aims to enhance security and privacy while continuing to support cross-channel marketing activity.
Technology and privacy features
Within this ecosystem, IPG's Interact platform will be available in marketers' Snowflake environments via the Native App Framework. Brands will have access to privacy-focused tools such as collaborative data clean rooms and cross-channel identity recognition. These features are designed to secure sensitive data and facilitate collaboration without compromising privacy.
"Every marketer and business leader wants speed, flexibility, and meaningful results from their data and martech investments. By partnering with Snowflake, we're eliminating data silos that previously prevented marketers from achieving truly integrated customer views and real-time personalization," said Jarrod Martin, Global CEO of Acxiom.
Brands are expected to benefit from AI-powered campaign optimisation, predictive performance analytics, and real-time content personalisation through Interact, which is now directly powered by Snowflake Cortex. IPG and Acxiom are continuing to prioritise privacy and secure data collaboration, building on previous partnerships and integration with industry platforms such as Mediaocean Prisma and The Trade Desk.
Acxiom's Real ID will be integrated into Snowflake Data Clean Rooms, supporting zero-copy data sharing and enabling collaborative activities such as audience insights, ad verification, and omnichannel marketing measurement. Snowflake, IPG, and Acxiom also plan to establish a joint "solutions hub" to develop new AI and marketing tools, and provide early access to emerging Snowflake technologies and partner ecosystems.
Impact on client operations
The partnership is already contributing to client success in several sectors, according to both companies. IPG Mediabrands is supporting a global toy manufacturer in adopting a real-time advertising investment strategy, powered by Snowflake-based data insights. KINESSO is utilising Snowflake to provide a commerce company with comprehensive global channel analysis to inform advertising investment decisions. In the finance sector, Acxiom is helping institutions integrate cloud infrastructure with Snowflake to establish data governance and privacy-centric marketing operations.
By expanding Acxiom's role within the Snowflake Partner Network, IPG aims to maintain an ongoing commitment to data-driven marketing and secure early access to the platform's developments. The companies say this will support continued improvements for clients in technical capabilities, data management, and AI adoption.
The collaboration aims to provide brands with direct control, transparency, and efficiency in marketing data use, while maintaining privacy and regulatory compliance standards in line with industry developments.
