IPG launches identity resolution cloud application as the industry prepares for a cookieless world
Interpublic Group (IPG) this week launched an identity resolution cloud application aimed at integrating brands’ cloud ecosystems, as agencies strive to unify consumer data points and identities.
Built by Acxiom, which IPG purchased in 2018, Real ID will help connect consumer data to create holistic customer profiles. It aims to make it easier and more secure for agencies to interact with customer data.
Eugene Becker, general manager of global data and identity products at Acxiom, said this allows brands and agencies to quickly scale their insights and manage budgets and audiences across platforms like Facebook and Yahoo.
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Source:: Digiday
