• by Ray Schultz , February 3, 2022

Acxiom has integrated its Real Identity ID verification tool with Treasure Data’s customer data platform in an effort to help brands operate without cookies. 

“With the inevitable cookie-less world, marketers need to continue to change their tactics as privacy regulations and consumer attitudes evolve,” states Andrew Stephenson, marketing director at Treasure Data.

Stephenson adds that this integration gives brands “a single access point for customer experiences, allowing them to be more agile in the acquisition of new customers while boosting customer loyalty and re-activation.”

The arrangement builds on the recent integration of Acxiom with Treasure Data via Treasure Boxes, a CDP solutions library made up of prebuilt sets of code and applications that can be used

The new integration improves identification via Acxiom’s rTag, the company says. 

Digital identifiers often rely on cookies across the martech and adtech ecosystems, it adds, saying that the this is changing that that consent isn’t the only option. 

“Wide-scale adoption of consumer experience applications creates new demand to seamlessly integrate identity and data,” says Eugene Becker, executive vice president and GM global data and identity products at Acxiom. “Finding new ways to identify customers, deliver insights and activate audiences will be critical to delivering a robust marketing ROI.”

Last year, Acxiom integrated its Real Identity tool with Adobe Experience Platform in an effort to help brands create a consent-based data pool and reduce reliance on third-party cookies,