Enterprise data and technology foundation services provider Acxiom has introduced its Acxiom Real ID™ as a native app on Databricks.The application is currently accessible via the Databricks Marketplace where it enables marketing departments of organizations to resolve and enhance identities using their existing data ecosystem.
This is very important as it allows brands to gather and improve data on consumers indirectly, without sharing any personal identifiable information (PII). Creating an identity base directly in Databricks companies On one side, get an opportunity to provide omni-channel experiences and However simplify their martech and ad tech stacks.
Eliminating Data Movement Risks in Identity Resolution
The classic identity resolution approaches have often depended on transferring confidential client information through third party environments. This approach poses operational barriers, creates a security threat, and entails duplication of large volumes of data.
The Acxiom Real ID approach has been designed to work seamlessly in the Databricks platform. Using the Acxiom global identity graph, which comprises over 260 million addressable individuals in the US, the technology works by assigning exact identifiers directly to the raw customer data in situ. The approach thus ensures that analytics, audience creation, and activation take place using one consolidated customer view.
Moreover, Acxiom is also one of the launch partners of the recently launched Agentic CDP, Databricks CustomerLake. The combination of Acxiom’s Real ID along with the new solution allows the organizations to build trusted customer 360 data profiles, link disconnected digital personas, and augment first party data sets in one single governed ecosystem.
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Driving Precision and Enterprise Value
The native deployment of Acxiom Real ID on Databricks delivers several key operational advantages for enterprise marketing departments:
- Acquisition of High-Quality Customers: Through the integration of both known and unknown signals in the digital environment, organizations will be able to have a better understanding of high-value audience segments and conduct their acquisition campaigns effectively.
- Optimizing the Value of a Customer over Their Lifetime: The datasets can be enhanced with relevant insights regarding customer behavior, consumer preferences, and household structures, enabling brands to create highly personalized customer experiences.
- Agentic Marketing Operations: The integration of Acxiom’s identity resolution with CustomerLake enables enterprise teams to design and integrate autonomous, agentic workflows directly into their broader marketing operations and activation platforms.
- Agile and Compliant Campaigns: Organizations can transition from insights to omnichannel activation much faster, relying on built-in privacy controls and structured data governance.
Executive Perspectives on the Partnership
“Acxiom Real ID on Databricks powers the connected customer intelligence and data foundation that enterprises need to operationalize AI within and across their marketing systems,” said Keith Camoosa, Chief Product & Technology Innovation Officer at Acxiom. “To drive growth, modern marketers must navigate increasing data fragmentation and reduce unnecessary complexity across the martech and adtech ecosystems. By bringing Acxiom Real ID natively into Databricks, clients can unify customer intelligence, accelerate AI-driven insights, and activate more effectively across channels while maintaining governance, transparency, and control over their data assets and marketing investments.”
“Acxiom’s deep expertise in identity and data enrichment is a powerful addition to the Databricks platform,” said Tasso Argyros, VP, Engineering at Databricks. “This partnership empowers our joint customers to transform their data into a unified, intelligent asset. With Acxiom Real ID, brands can accelerate their journey to AI-driven marketing, ensuring their personalization efforts are both impactful and privacy-compliant, all within a single, governed environment.”
