“A new agreement aims to improve customer data unification and digital audience activation for marketers.”
Dynata, a first-party data company, has expanded its partnership with data solutions provider Data Axle to strengthen its identity resolution, data enrichment, and media activation services for clients. The collaboration is positioned as a response to growing signal fragmentation in the digital advertising market and the approaching deprecation of third-party cookies.
At the heart of the agreement is Dynata’s enhanced access to Data Axle’s privacy-compliant match key file, which holds over two billion digital identifiers. This integration is intended to bolster Dynata’s identity infrastructure, enabling brands to better enrich their own customer datasets. The stated goal is to provide marketers with a more accurate and complete view of the customer journey.
This allows for a more comprehensive understanding of customer behaviour, which in turn helps in activating audiences across various digital channels with greater precision.
Deirdre Thomas, Dynata’s Chief Product Officer, noted that the collaboration will deepen clients’ understanding of their customers and prospects. The partnership aims to help marketers navigate the changing digital landscape by unifying consumer signals across multiple devices and channels. Andy Frawley, CEO of Data Axle, added that his company will serve as the “foundational backbone for Dynata’s scaled identity resolution capabilities.”
CRM/CDP Topics Covered in this Article: Product Announcements, Data Unification, Identity Resolution, First Party Data, Analytics, Audience Segmentation, Customer Insights, Omnichannel Engagement, Governance and Compliance.
Companies and Products Mentioned in this Article: Dynata, Data Axle.
