Interpublic Group has unveiled a new cloud solution called Real
ID that it says takes its identity resolution capabilities to a new and improved level.
Built by Acxiom, which IPG purchased in 2018, Real ID uses data to identify people (without cookies) and
integrates with a brand’s secure cloud ecosystem.
According to IPG, Real ID enhances a marketer’s existing first-party data, “without the cost, complexity, and risk of moving
personally identifiable information (PII).”
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Acxiom and sibling IPG agency FCB are using Real ID in the Cloud for shared clients.
"At a time when personalized brand experiences are
what every brand and marketer need to deliver, Real ID in the cloud addresses an industry need for identity resolution tools that prioritize consumer privacy in a post-cookie world,” stated IPG
CEO Philippe Krakowsky.
“Built on ethically sourced data, Real ID is a significant step forward towards intelligent, data-driven decisions across all marketing
channels and use cases, and underlines IPG's commitment to innovation and client success.”
Per IPG, key benefits of the new offering include:
The ability to craft
campaign and customer loyalty strategies informed by data based on actual people, not proxies or survey data
Securely
share data among brands without moving PII, optimizing clean room performance, unlocking high match rates, co-marketing opportunities and new revenue streams
Extract insights from consolidated data sources, enrich proprietary data, and drive advanced analytics to create memorable experiences
See more about the new product here.