Using Acxiom’s open architecture
UM data broker Acxiom develops its technology within an open architecture. This means UM developers can build on Acxiom’s product development frameworks to get new products to market quickly.
Plus, UM can leverage Acxiom’s demographic, behavioral and transactional data within Shoptimizer. This way, ads are more likely to reach desired audiences—people from specific demographics, with specific characteristics that make them more likely to purchase a client’s product.
“Investments like Shoptimizer allow us to use the hundreds of millions of dollars, [and] the last decade of investment that IPG broadly and IPG Mediabrands broadly has made in assets, data assets, tools, etc., to the benefit of our clients very quickly,” DeMiero said.
With Acxiom data, Shoptimizer can even model how audiences compare across retailers, so marketers can make an informed decision to invest with one retailer over another. The tool allows marketers to be more flexible with their budgets, but also grants them more partnership options by integrating with clients’ preferred data partners. It could even support integration with a competing holding company’s data assets, like Publicis’ Epsilon.
UM is betting that its new tool’s inherent flexibility will make it attractive to marketers who want to take more control over their investments and partnerships, and those seeking more transparency into where marketing investments actually go.
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