CONWAY, Ark. – September 23, 2025 – Acxiom, the connected data and technology foundation for the world’s leading brands, today announced the launch of ‘True Intelligence,’ a new measurement solution designed to provide marketers with deeper insights into the real-world impact of their digital and connected TV (CTV) advertising.
This solution combines the power of Interpublic’s Interact operating system – powered by Acxiom – and Acxiom’s Real ID with The Trade Desk’s media buying platform, Kokai, to deliver precise measurement of advertising effectiveness combined with durable solutions like Unified ID 2.0 (UID2).
Acxiom’s Real ID provides connected identity resolution across the marketing ecosystem to enhance CX across channels, realize AI potential, and improve business growth – all with privacy and compliance standards in mind. UID2 is an open-source identity framework designed to maintain relevant advertising across the open internet. Acxiom’s adoption of UID2 allows it to translate between Real ID and UID2.
For years, marketers have struggled to accurately measure the true incremental impact of their digital and CTV advertising on both online and offline sales. Traditional methods often fall short, either by failing to measure incrementality holistically, not including both online and offline conversions, or requiring extensive client first-party data. ‘True Intelligence’ addresses this challenge with a comprehensive solution that goes beyond basic attribution and measures real business outcomes.
Key Features and Benefits:
Proven Incrementality, Beyond Attribution: ‘True Intelligence’ moves beyond last-touch attribution to measure the true incremental impact of digital and CTV advertising on both online and offline sales. This allows advertisers to more confidently determine if a campaign drove new business and through which channels.
Closed-Loop, Precise-Level Measurement: Leveraging Acxiom’s Real ID and privacy-conscious clean room environments, ‘True Intelligence’ enables advertisers to match ad exposure data to individual-level conversions. This provides visibility from initial ad impression to final transaction, reducing reliance on extensive first-party data visibility from initial ad impression to final transaction, reducing reliance on extensive first-party data.
Smarter Audience Development and Optimization: Through machine learning-powered audience modeling and access to comprehensive exposure log files, advertisers can identify, scale, and optimize high value audiences (HVAs). This can deliver actionable insights into campaign performance, including audience, creative, frequency, and media type, helping lead to higher ROI and more efficient media spend.
The ‘True Intelligence’ solution is adaptable to different levels of data maturity and privacy settings. Brands can use their own first-party data or Acxiom data to identify audiences, which are then activated through The Trade Desk’s Kokai platform. Post-campaign, exposure log files from The Trade Desk via UID2 and client conversion data are matched to the audiences using Acxiom’s Real ID, enabling precise, audience-level measurement of incremental lift by comparing exposed audiences to a hold-out group.
The solution is also adaptable based on a brand’s analytics capabilities. For brands lacking internal analytics resources, Acxiom Analytics Services can provide tailored support, scaling up or down to meet the needs of each client. For clients with advanced analytics capabilities, ‘True Intelligence’ provides a privacy-conscious analytics environment, allowing multiple publishers to send exposure log files, which are then matched to client first-party data for comprehensive closed-loop measurement.
“This groundbreaking collaboration between Acxiom and The Trade Desk is a game-changer for advertisers seeking genuine accountability and precision in their campaigns,” said Sean Muzzy, Global President at Acxiom. “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.”
“The smartest marketers and agency partners are those who use data and measurement to prove their advertising dollars are growing their businesses,” said Jed Dederick, Chief Revenue Officer, The Trade Desk. “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.”
For more information:
To learn more about ‘True Intelligence,’ visit Acxiom’s blog.
About The Trade Desk:
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, X, LinkedIn and YouTube.