Acxiom and The Trade Desk launch ad measurement tool

Acxiom has introduced True Intelligence, a measurement solution developed in partnership with The Trade Desk to help advertisers understand the real impact of digital and connected TV campaigns on business outcomes.

The solution combines Acxiom’s Real ID with The Trade Desk’s Kokai platform, incorporating Unified ID 2.0 (UID2) as a privacy-conscious identity framework. It is designed to measure incrementality across both online and offline sales, addressing limitations of traditional attribution models.

True Intelligence matches ad exposure data with individual-level conversions through Acxiom’s Real ID in privacy-focused clean room environments. This closed-loop process allows advertisers to track the customer journey from impression to transaction without requiring extensive first-party data.

The system also uses machine learning to model audiences and analyze performance by audience type, creative, frequency, and media channel. This provides actionable insights for campaign optimization and more efficient media spend.

The platform supports different levels of data maturity. Brands can activate campaigns using their own data or Acxiom data, with post-campaign reporting powered by exposure logs from The Trade Desk and matched to conversions using Real ID.

For businesses without advanced analytics teams, Acxiom Analytics Services can deliver tailored support, while companies with established capabilities can use the system as a privacy-conscious environment for integrating publisher and client data.

Sean Muzzy, Global President, Acxiom: "This groundbreaking collaboration between Acxiom and The Trade Desk is a game-changer for advertisers seeking genuine accountability and precision in their campaigns. Brands can now definitively understand the incremental value of every ad dollar, empowering them to make smarter, data-driven decisions that directly translate to higher ROI."

Jed Dederick, Chief Revenue Officer, The Trade Desk: "The smartest marketers and agency partners are those who use data and measurement to prove their advertising dollars are growing their businesses. Together with Acxiom, we’re delivering an end-to-end solution that can help advertisers become more strategic and data-driven with their media strategies. This innovation delivers more meaningful and measurable outcomes for marketers – while elevating the way we think about media buying."

www.thetradedesk.com

www.acxiom.com

Follow Marketing Report on LinkedIn