Snowflake (NYSE: SNOW), the AI Data Cloud company, and Acxiom®, the data and technology arm of Interpublic Group (NYSE: IPG), have announced a major strategic collaboration to build a next-gen, AI-powered marketing infrastructure. This move is set to transform how brands and agencies harness data for personalized, real-time marketing on a global scale.

Through this alliance, Interpublic Group will expand its Interact platform—a proprietary marketing technology suite—into a consumer-facing, self-service AI marketing solution powered directly within Snowflake’s secure cloud environment. This integration allows IPG’s clients to utilize Acxiom’s full range of identity and data tools directly within their Snowflake environments, eliminating data silos and enabling secure, privacy-first access.

Acxiom is also upgrading its own solutions using Snowflake’s architecture to empower brands to fully leverage their first-party data. The joint effort prioritizes data transparency, real-time insights, and composable AI-enabled architectures—providing marketers with greater control, agility, and personalization capabilities.

Denise Persson, CMO at Snowflake, noted, “We’re enabling IPG’s vision of a modern, AI-driven marketing ecosystem built on our secure, unified platform.” Jarrod Martin, Global CEO of Acxiom, added, “This partnership finally removes the barriers to integrated customer views and real-time personalization that marketers have long faced.”

Breaking the Traditional Model
This initiative replaces the traditional “black box” approach with a transparent ecosystem where marketing data flows securely across agencies, apps, and platforms—all within the client’s own Snowflake environment. Key features include:

  • Privacy-First Integration: Interact will be available via the Snowflake Native App Framework, fully integrated with Acxiom’s Real ID and clean room technologies—offering seamless, privacy-safe identity resolution.
  • AI-Driven Campaign Optimization: Snowflake Cortex powers real-time personalization, predictive insights, and content automation within Interact.
  • Transparent Data Collaboration: Unlike traditional stacks, this model grants clients full visibility into data usage and campaign ROI.
  • Secure Collaboration: Continued focus on ethical data sharing through partners like The Trade Desk and Mediaocean Prisma, backed by Acxiom’s Real ID in Snowflake Clean Rooms.
  • Innovation Hub: Snowflake, IPG, and Acxiom will establish a joint innovation center to co-develop advanced AI and omnichannel solutions while deepening integration into Snowflake’s martech ecosystem.

Early Impact Across Industries
This collaboration is already driving success. IPG Mediabrands is helping a global toy brand shift to a real-time, always-on ad strategy. KINESSO has enabled a commerce giant to analyze massive ad spend through a Snowflake-powered Media Mix Model. Meanwhile, Acxiom is modernizing marketing infrastructures for leading financial institutions, ensuring compliance and secure cloud adoption.

With Acxiom’s active role in the Snowflake Partner Network and continued innovation via this collaboration, IPG is setting a new benchmark for scalable, AI-driven, privacy-focused marketing transformation.

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News Source: Businesswire.com