Digital identity plus Acxiom data develops stronger audiences
How a leading pharmaceutical company used identity, data, and modeling to build more resilient patient audiences.
Ongoing pressure to optimize media spend combined with the deprecation of third-party cookie technology required a leading pharmaceutical company to identify new ways to reach patients more efficiently and effectively. Disparate data sources and a lack of first-party data hampered their efforts.
the solve
How we helped
Acxiom leveraged Real ID to centralize first-party data and power a digital identity graph that unified signals from website visitors and people engaging with paid media across channels. This enabled faster and more efficient activation, measurement, and optimization. Additionally, known-identity matching and activation within the DSP ensured seamless execution across media channels.
To deliver deep patient insights, comprehensive data portraits were developed using first-party CRM data, first-party digital data, anonymized claims data , and Acxiom’s third-party data. Lookalike models were developed to create high-value prospecting audiences. The company also leveraged multiple third-party audiences to maintain scale.
stronger lookalike audience performance
stronger audience
performance
By unifying first-party signals with Acxiom data and Real ID, the company created stronger audience models, improved activation across media channels, and built a more future-ready approach to patient engagement.
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