Acxiom Real ID Powers Identity for Databricks CustomerLake and AI-Ready Marketing

New native application and integration with Databricks enable identity resolution and enrichment without data movement for clients

CONWAY, Ark.--(BUSINESS WIRE)--Acxiom^®, the connected data and technology foundation for the world’s leading brands, today announced that Acxiom Real ID is now a native Built-On application in Databricks, the Data and AI company, and is available in the Databricks Marketplace. This integration transforms how enterprise marketers leverage their customer data, providing a foundational infrastructure for enterprise AI, powering omnichannel personalization, and maximizing value across unified martech and adtech ecosystems.

Powered by Acxiom’s global identity graph of more than 260 million addressable individuals in the U.S., the solution enables brands to unify, enrich, and activate customer data without the complexities and risks of moving or duplicating directly identifiable personal information (PII).

With Acxiom Real ID as the resolved identity foundation for every analytics, audience, and activation workflow in Databricks, marketers can achieve a single, unified, and actionable view of customers to deliver better customer experiences while maintaining full control over data, access, and compliance.

Acxiom is also a launch partner for Databricks CustomerLake, the new Agentic CDP built natively on Databricks. Together, Acxiom Real ID and CustomerLake help enterprises build trusted Customer 360 profiles, resolve identity, enrich customer data, and activate audiences from the same governed environment where their customer data already lives.

With Acxiom's Real ID available natively on Databricks, enterprise marketers can:

• Acquire ideal customers with unmatched precision: Connect known and unknown signals for a clear view of high-quality audience segments, driving better leads and smarter, more efficient acquisition efforts.

• Maximize customer lifetime value: Enrich first-party data with insights into preferences, behaviors, and household dynamics to deliver experiences that resonate, keeping customers engaged, preventing churn, and growing lifetime value.

• Build an agentic marketing operation: CustomerLake, now integrated with Acxiom’s industry leading identity and customer data, enables marketers to design and integrate agentic workflows into their marketing operations and activation platforms.

• Confidently measure and optimize every marketing dollar: Understand the true impact of marketing investments and precisely which campaigns are driving real business growth to optimize spend, collaborate more effectively with partners, and prove ROI with confidence.

• Launch impactful campaigns with speed and confidence: Move from insight to activation faster with robust identity resolution, data governance, and privacy controls seamlessly integrated.

“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."

Acxiom Real ID on Databricks is available on Databricks Marketplace today. Brands can learn more and access the listing here.

About Acxiom

Acxiom puts data to work, solving complex challenges for the world’s leading brands and agencies. As the connected data and identity foundation for Omnicom (OMC), Acxiom unifies, connects, and prepares data for AI-driven marketing and decision-making, maximizing technology investments. As leaders in data ethics and governance, Acxiom brings a privacy-first approach to serving clients globally, with locations in the U.S., UK, Germany, China, Poland, and Mexico. Connect with Acxiom on LinkedIn and discover more at Acxiom.com.