Data Solutions Provider Acxiom Becomes Premier Partner for Adobe

Enterprise-grade data analytics and marketing solutions provider, Acxiom, has announced its recent partnership with digital media leader, Adobe. They have entered into a Premier Partnership, which is the highest relationship level in the context of Adobe’s partner ecosystem. This collaboration will have a direct impact on Adobe Marketing Cloud and its customers in particular. Using Acxiom’s data capabilities, they can access more accurate consumer insights via Adobe Audience Manager, and create personalized and effective marketing campaigns.

Vice President of global partner development at Acxiom, Dana Hayes, said in an official release, “The exclusive nature of becoming a Premier Partner makes our selection by Adobe a notable achievement for Acxiom.” Emphasizing the customer-centric nature of this collaboration, she added, “We look forward to bringing our shared clients a heightened level of service, support and ease of use to deliver higher return on investment from their marketing campaigns.”

The Adobe Audience Marketplace (a component of Adobe Audience Manager, which is a DMP or data management platform) brings advertisers together with content publishers, in a setting where they can exchange second and third-party application data. The process is streamlined, as individual buyers do not need to enter into partnerships with data vendors. This data is leveraged to enrich content across various digital channels.

A number of Acxiom’s existing clients already subscribe to Adobe Audience manager. With this partnership, the client experience is simplified as Acxiom’s first-party application data—for audience lifestyle, purchase intent, and demographic—can be easily accessed. The two partner companies will also coordinate their sales and marketing process to cater to their joint clients.

Director of Platform Alliances at Adobe, Cody Crnkovich, said, “Together, Adobe and Acxiom have partnered to build a world-class data offering through the Adobe Audience Manager, and the Premier Partnership will enable us to enhance the offering with additional resources and marketing support. The Premier Partnership also drives further global collaboration between Adobe and Acxiom across all of Adobe’s Marketing Cloud business, fostering innovative solutions designed to benefit our collective customer base.”

Acxiom and Adobe have been working together for the past two years, with their relationship now taking on a more advanced role as a Premier Partnership.