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Integration offers a privacy-friendly database to power personalized customer experiences, from acquisition to upsell

Acxiom®the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, today announced a new offering in partnership with Theium, a trusted leader in the Customer Data Platform (CDP) market. Partnership Brings True Acxiom’s Award-Winning Identity solution for Tealium’s AudienceStream CDP, providing brands with a comprehensive and scalable framework to eliminate blind spots, identify predictive behavioral cues and reveal confirmed interests. Marketers can then use this deep, actionable insight to create experiences that strengthen the connection with every engagement, increase sales, improve satisfaction, and increase customer loyalty and lifetime value.

“Out-of-the-box, this new integration can help advertisers uncover customer journeys across paid and owned digital experiences, solving one of the toughest marketing challenges brands face today,” said declared David Skinner, Chief Strategy Officer at Acxiom. “Our Real Identity product enhances Tealium’s CDP deterministic capabilities by collecting and merging customer identities based on probabilistic matching and enriching the data held. Brands can now unify their data, generate customer insights , achieve marketing goals, and enable experiences within an easy-to-use, privacy-compliant tool.”

Available in the US and expanding to Europe, the Real Identity and AudienceStream CDP integration enables marketers to:

  • Create first-party identification graphs with brand-owned tags using a combination of the best probabilistic and deterministic data available

  • Augment enterprise-level use cases from operations to marketing to data governance

  • Always connect people across touchpoints and digital channels, online and offline

  • Understand individual customer behavior, how they interact with brands and what resonates

  • Enable customer insights based on real-time insights

  • Optimize marketing spend by only reaching people who have demonstrated an interest

  • Create customer experiences that meet marketing objectives

“We are excited to bring to market a single, no-code solution that creates global customer views and audiences, activates them in real time, and ultimately leads to an enhanced, more connected experience for our customers,” said Mike Anderson, CTO at Tealium. “With third-party cookie deprecation on the brink, identity resolution-based strategies have never been more important. That’s why Tealium’s industry-leading CDP stack, combined with the powerful identity capabilities of Acxiom, is the optimal combination for organizations looking to accelerate time to value, increase return on investment and future proof their business.

About Acxiom

Acxiom is a customer intelligence company that provides data-driven solutions to empower the world’s best marketers to better understand their customers to create better experiences and grow their business. A leader in customer data management, identity and the ethical use of data for more than 50 years, Acxiom now helps thousands of customers and partners around the world work together to create millions of better customer experiences. Acxiom is a registered trademark of Acxiom LLC and part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit

About Tealium

Tealium connects customer data across web, mobile, offline and IoT so businesses can better connect with their customers. Tealium’s turnkey integration ecosystem supports over 1,300 built-in connections, allowing brands to build a complete real-time customer data infrastructure. Tealium’s solutions include a customer data platform with machine learning, tag management, API hub, and data management solutions that make customer data more valuable, actionable, privacy compliant, and secure. More than 850 leading companies around the world trust Tealium to power their customer data strategies. For more information, visit

Erin Tomaski, Senior Public Relations Specialist, Acxiom

[email protected]

Source: Acxiom