Data Axle has announced a major expansion of its partnership with Dynata, the leading provider of trusted first-party consumer data, enhancing Dynata’s identity resolution, data enrichment, and media activation capabilities. This strengthened agreement gives Dynata access to Data Axle’s extensive, privacy-compliant match key file, which comprises over two billion digital identifiers. These identifiers act as the critical link connecting fragmented consumer data signals to create actionable intelligence for marketers.
In an era marked by the fading of third-party cookies, fragmented data signals, and increasing privacy regulations, this deep integration significantly advances Dynata’s identity infrastructure. By incorporating Data Axle’s vast identity data, Dynata can now empower brands to enrich their customer datasets and activate more precise audience segments across various digital channels, including programmatic, social media, and connected TV. This results in a comprehensive and accurate full-funnel customer view, enabling marketers to navigate the contemporary complex ecosystem with greater confidence and clarity.
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Deirdre Thomas, Dynata’s Chief Product Officer, emphasized that their mission is to help brands make confident decisions by leveraging high-quality first-party data combined with seamless media ecosystem connectivity. The expanded collaboration with Data Axle strengthens Dynata’s ability to better understand customers and prospects, allowing clients to reach essential audiences at scale throughout the marketing and research continuum, delivering measurable impact.
Data Axle CEO Andy Frawley noted that Dynata is a recognized leader in integrating premium data with advanced insight platforms. He expressed pride in supporting Dynata’s scaling efforts in identity resolution and precision audience targeting within marketing and research ecosystems. This partnership reflects a shared commitment to innovation and responsible data usage benefiting the broader industry.
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As digital advertising increasingly relies on durable identifiers and closed-loop measurement, the ability to unify consumer signals from different devices, data sources, and channels becomes a key competitive advantage. The expanded Dynata-Data Axle collaboration positions both companies at the forefront of this transition, enabling marketers to deliver more relevant, privacy-compliant, and effective customer engagement.
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