Snowflake and Acxiom announce plans to transform AI marketing infrastructure
Collaboration aims to eliminate data silos while bringing transparency to brand marketing through secure cloud integration.
Snowflake and Acxiom announced on June 16, 2025, a strategic initiative designed to fundamentally alter how brands deploy artificial intelligence in marketing operations. According to the announcement, this collaboration establishes a modern data infrastructure that enables Interpublic Group to integrate proprietary data and identity tools directly within brands' Snowflake environments.
The partnership represents a significant departure from traditional agency-client data models. Rather than operating through separate systems, brands will gain direct access to IPG's comprehensive suite of marketing tools within their own cloud infrastructure. This architectural shift addresses longstanding transparency concerns that have characterized agency relationships with major brands.
Acxiom, which serves as the connected data and technology foundation for Interpublic Group, will modernize its product offerings through Snowflake's cloud platform. The initiative spans over 100 countries where IPG maintains operations, positioning the collaboration for global implementation across diverse regulatory environments.
The technical foundation centers on Snowflake's AI Data Cloud platform, which provides the computational infrastructure necessary for large-scale marketing data processing. According to Denise Persson, Chief Marketing Officer at Snowflake, the partnership leverages their "secure, unified platform" to enable "seamless collaboration and the deployment of advanced AI capabilities."
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Summary
Who: Snowflake, the AI Data Cloud company, and Acxiom, the connected data and technology foundation of Interpublic Group of Companies, announced the strategic partnership. Key figures include Denise Persson, Chief Marketing Officer at Snowflake, and Jarrod Martin, Global CEO of Acxiom.
What: A strategic initiative to build and deliver modern, AI-powered marketing data infrastructure that transforms how brands leverage AI for marketing. The collaboration enables IPG to bring proprietary data, identity, and collaboration tools directly into brands' Snowflake environments, eliminating traditional data silos.
When: The announcement was made on June 16, 2025, at 3:01 AM Eastern Daylight Time. Implementation spans ongoing operations with a joint incubation hub planned for continued development.
Where: The collaboration operates globally across over 100 countries where IPG maintains operations. The technical infrastructure is built natively in the cloud through Snowflake's platform, with no specific headquarters mentioned.
Why: The partnership addresses fundamental industry challenges including data silos, lack of transparency in agency-client relationships, and the need for real-time marketing optimization. It enables brands to achieve integrated customer views, real-time personalization, and improved marketing ROI while maintaining data control and privacy standards.
Direct environment integration eliminates data transfer requirements
The collaboration introduces several technical capabilities previously unavailable at enterprise scale. IPG's Interact platform will operate as a native application within client Snowflake environments through the Snowflake Native App Framework. This integration eliminates requirements for transferring sensitive first-party data between systems.
Acxiom's Real ID solution provides identity resolution capabilities directly within client environments. The system integrates with collaborative data clean rooms, predictive audience tools, and cross-channel identity recognition systems. These components operate without requiring data movement, addressing privacy concerns that have complicated traditional marketing technology implementations.
The announcement details specific AI-powered optimization capabilities enabled through Snowflake Cortex. Brands can automatically optimize campaign performance, predict marketing outcomes, and generate personalized content through integrated artificial intelligence features. These capabilities operate within the client's own infrastructure rather than through external agency systems.
According to Jarrod Martin, Global CEO of Acxiom, the initiative addresses fundamental industry challenges: "Every marketer and business leader wants speed, flexibility, and meaningful results from their data and martech investments. By partnering with Snowflake, we're eliminating data silos that previously prevented marketers from achieving truly integrated customer views and real-time personalization."
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Industry applications demonstrate measurable performance improvements
The partnership has produced measurable outcomes across multiple industry verticals prior to the formal announcement. IPG Mediabrands implemented an always-on investment strategy for a global toy manufacturer, achieving improved advertising spend optimization through real-time consumer demand analysis powered by Snowflake data infrastructure.
KINESSO developed proprietary Media Mix Model capabilities for a leading commerce company, analyzing tens of millions in advertising spend across multiple markets. The analysis enables faster investment decision-making through enhanced global channel insights derived from Snowflake's computational capabilities.
Acxiom has assisted major financial institutions in modernizing their marketing technology infrastructure through cloud integration. These implementations establish ethical data governance practices while creating more secure, privacy-focused foundations for marketing operations.
The collaboration establishes transparency mechanisms that reverse traditional agency data models. Unlike conventional "black box" technology stacks, the integrated system provides full visibility into data usage and marketing return on investment. Brands maintain complete control over their data while accessing advanced marketing capabilities through secure connections.
Joint innovation hub planned for continued development
Snowflake, IPG, and Acxiom announced plans for a joint incubation hub focused on developing new artificial intelligence and omnichannel marketing solutions. The hub will leverage Snowflake's multi-cloud data collaboration capabilities combined with Snowflake Cortex and Interact platform features.
The innovation center will provide IPG and Acxiom teams with early access to Snowflake's latest product developments and features. Additionally, the hub grants access to Snowflake's advertising technology and marketing technology partner ecosystem, enabling advanced data applications and AI solution development.
This arrangement positions IPG and Acxiom clients for advanced access to emerging data technologies and applications. The collaboration extends beyond current capabilities to include ongoing development of new marketing solutions as they become available through the platform.
The initiative builds upon Acxiom's established position in the Snowflake Partner Network, signifying a deeper integration commitment. According to the announcement, this partnership provides IPG with early access to Snowflake innovations, enabling continuous advancement of technical capabilities.
Privacy-forward approach maintains data security standards
The collaboration prioritizes privacy-forward practices through established secure data engagement protocols. IPG and Acxiom maintain their commitment to zero-copy data sharing through Snowflake Data Clean Rooms, facilitating collaboration without compromising data security.
Integration with trusted partners including Mediaocean Prisma and The Trade Desk enables comprehensive marketing ecosystem connectivity. These partnerships support audience insights, advertisement verification, incremental ROI measurement, and omnichannel marketing capabilities.
Acxiom's integration of Real ID into Snowflake Data Clean Rooms reflects their focus on maintaining secure collaboration standards. The system enables seamless data sharing for marketing insights while preserving privacy protections required by global data regulations.
The architectural approach addresses compliance requirements across multiple jurisdictions where IPG operates. By maintaining data within client environments, the system simplifies regulatory compliance while enabling advanced marketing capabilities.
For the marketing community, this development represents a significant shift toward transparency in agency-client relationships. The ability to operate advanced marketing tools within client-controlled environments addresses longstanding concerns about data ownership and visibility.
The collaboration comes at a time when AI and digital channels are emerging as top priorities for marketing investment. According to recent industry analysis, 68% of marketers plan to increase social media spending, while generative AI adoption has increased from 55% to 75% between 2023 and 2024.
The emphasis on transparency aligns with broader industry movements toward greater visibility in automated advertising systems. Recent developments include standardized data labels and enhanced reporting capabilities across major advertising platforms.
However, performance marketing basics remain challenging despite AI advances, with up to 25% of performance media spend being misallocated across digital advertising campaigns. The Snowflake-Acxiom collaboration addresses these foundational issues through improved data integration and real-time optimization capabilities.
The partnership represents a significant development in the evolution of marketing technology infrastructure. By enabling direct integration of advanced marketing tools within client environments, the collaboration addresses transparency, control, and privacy concerns that have characterized agency-client relationships.
The global scale of implementation across IPG's 100-country operations positions this initiative as a major shift in how enterprise marketing technology operates. The combination of Snowflake's computational infrastructure with IPG's marketing expertise creates new possibilities for AI-driven marketing optimization while maintaining client control over sensitive data.
Timeline
- June 16, 2025: Snowflake and Acxiom announce strategic partnership to transform AI-powered marketing infrastructure
- 2025: Joint incubation hub planned for development of new AI and omnichannel marketing solutions
- January 2025: AI and digital channels emerge as top priorities in advertising outlook, with 68% of marketers increasing social media spend
- May 2025: Google unveils major transparency boost for Performance Max campaigns, addressing long-standing demands for greater visibility
- March 2025: Performance marketing basics remain challenging despite AI advances, with 25% of media spend misallocated
- January 2025: Yahoo becomes first DSP to implement IAB Tech Lab data transparency labels