Previously only accessible through Omni (Omnicom's marketing and sales intelligence platform), Acxiom Audience Connections are now available in Adobe Real-Time CDP. Even better, Acxiom clients get free access until February 15, 2027, so now’s the perfect time to test it for yourselves.
The onboarding alternative you’ve been waiting for
Media teams have been asking for alternative audience onboarding options for years, options that help them reach more of their intended audience and to focus their spend specifically on the people they’re trying to engage.
Until now, onboarding options have been pretty limited. Brands can theoretically build their own direct connections to the adtech platforms and publishers in their media plan. But the cost and complexity of this approach made it too expensive for all but the largest advertisers and media agencies.
Without direct connections, brands rely on third-party onboarding services, which bring a range of issues from high fees and long turnaround times to audience dilution. Third-party onboarding risks wasting budget by advertising to people who aren’t interested in a brand’s products, as well as damaging relationships by advertising to audiences they’d rather suppress (for example, promoting a discount to a customer who already paid full price). With long onboarding times, agile, responsive marketing strategies that take advantage of the latest insights simply aren’t possible.
Introducing Acxiom Audience Connections
Acxiom Audience Connections delivers the rapid, efficient onboarding alternative lifecycle marketers and digital media managers demand.
In Adobe Real-Time CDP, marketers can build audience segments for anything from retention and upsell to win-back or suppression. Onboarding occurs directly from Adobe Real-Time CDP, with Acxiom resolving and expanding the audience using Real ID. Any gaps in customer data are filled using Real ID’s Match Multiplier, which increases match rates at the activation platform by up to 70%, significantly expanding reach. What’s more, you can use Acxiom’s Digital Recognition solution to recognize and reach more anonymous website visitors – and reach them without relying on third-party cookies.
Acxiom sends audiences directly to the destination platform, eliminating additional intermediaries or hops. No publicly identifiable information (PII) is ever transferred, supporting privacy-conscious advertising even in the most highly regulated industries. Audiences are quickly available for deterministic activation directly in Adobe Real-Time CDP.
Discover more about the requirements to join the free pilot.
Boosting precision, efficiency, and performance
Because Acxiom Audience Connections uses deterministic matching through Real ID – rather than the probabilistic lookalikes used by third-party on-boarders – you know precisely who you’re talking to. This reduces waste and improves campaign performance. What’s more, by eliminating those third-party onboarding fees, you further reduce your cost per action and ensure more of your advertising budget is spent on working media.
Based on the results we see using Acxiom Audience Connections in the Omni platform, you can expect*:
- Up to 1.7 x higher reach
- Approximately 90% of audiences being available within 48 hours
- Up to 5% more budget allocated to working media
- Anonymous web visitors recognized and retargeted
Audience Connections in action
As an example of what you can achieve with Acxiom Audience Connections, a major U.S. retail bank sought to minimize wasted advertising spend and reduce the cost of credit card campaigns by focusing only on highly specific audiences.
Working with Acxiom, the bank activated audiences directly to paid media platforms, performing A/B testing to measure effectiveness in reaching precise audiences in the digital ecosystem. The bank achieved:
- 13% improvement in digital recognition
- 38% lift in completed credit card applications
- 44% increase in booked accounts
- 28% reduction in cost per booked account
A wide range of leading activation platforms
Leading social platforms, DSPs, retail media networks, and advanced TV platforms (which together account for over 75% of U.S. media spend) are included in the destination library for the Audience Connections solution accessed through Omni.
This full library will be added to Adobe Real-Time CDP in multiple phases. The majority of destinations, including partners representing 90% of U.S. digital ad spend are already available today, with the rest to be introduced in the next few months.
Let’s get started
If you’re using Adobe Real-Time CDP and are ready to boost advertising efficiency and performance, now’s the time to sign up for the free trial. You’ll get unlimited audience activations until February 2027.
Contact Acxiom’s Adobe Practice team at acxiom-adobe-help@acxiom.com. We’ll help you activate capabilities directly in Adobe and provide hands-on assistance for your initial activation.
* The performance metrics and statistics presented are based on observed results from specific customer use cases. Individual results may vary, and these figures should not be interpreted as a guarantee of future performance or outcomes.
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