"Since 2021, IPG has been a closed operator for TTD's Unified ID 2.0, which is an entity that's authorized to use first-party data to create and encrypt UID2 identifiers. The new product goes further by plugging into The Trade Desk's AI-based Kokai ad platform to create a live feedback loop between the UID2 IDs targeted by TTD and results collected by Acxiom. It matches audience impressions to online and offline sales from Acxiom's consumer data, Sean Muzzy, Acxiom's global president, told AdExchanger."
"With True Intelligence, advertisers can "hit the open internet, inclusive of CTV, to give the ability to measure holistically," Muzzy said, adding that the product is built on Snowflake, which is a neutral platform. The idea of targeting incremental new customers with an AI-based ad platform is also akin to what Google and Amazon have done with Performance Max and Performance Plus, respectively."
Acxiom and The Trade Desk expanded a long-term measurement partnership with True Intelligence to connect digital and CTV campaigns to real-world outcomes. IPG has been a closed operator for The Trade Desk's Unified ID 2.0 since 2021, authorized to use first-party data to create and encrypt UID2 identifiers. The new product plugs into The Trade Desk's AI-based Kokai platform to create a live feedback loop between UID2-targeted IDs and results collected by Acxiom. The system matches audience impressions to online and offline sales from Acxiom's consumer data and is built on Snowflake to enable neutral, holistic measurement. The product targets incrementality metrics similar to walled-garden solutions.
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