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Merkle Helps Marketers Master CCPA Compliancy with Cloud-based Data Management

April 1, 2020
Columbia, MD

Rapid Audience Layer solution now equipped with privacy compliance extension, Complyi

Merkle, a leading technology-enabled, data-driven performance marketing agency, today announced the launch of Complyia privacy compliance extension for Rapid Audience Layer (RAL), the agency’s public cloud-based marketing data management solution.

In order to help marketers respond to increased privacy regulations and the death of the third-party cookie, Merkle has made RAL a foundational component of its data management offerings. By incorporating Complyi, marketers now have an easy-to-use interface that allows them to quickly find the individuals stored in their marketing databases. In addition to querying individual profiles and marketing transaction history, the tool supports California Consumer Privacy Act (CCPA) and General Data Protection Regulation (GDPR) compliance requests that include subject access request (SAR) fulfillment and right to erasure fulfillment.

“Privacy is a central theme for today’s marketers and with the onset of several new data privacy laws across several regions, Complyi is the ideal tool to help navigate and comply with stringent requirements,” said Matt Seeley, executive vice president, technology services at Merkle. “We are committed to providing our clients best-in-class identity resolution services, and Complyi complements our full-service offerings in analytics, media, campaign management, and reporting.”  

Launched in 2018, RAL provides organizations with a quick-to-implement, cloud-based data management environment that enables marketers to use analytics to drive business outcomes. Offered across public cloud-based environments such as Amazon Web Services, Google Cloud Platform, and Microsoft Azure, RAL presents a scalable solution and a more efficient approach to solving the marketing database needs of brands across industries. The platform leverages:

  • Industry-strength ETL and custom tools for rapid data ingestion and mapping
  • Pre-built templates for mapping customer data
  • Extensions that solve for additional use cases such as reporting, analytics, activation, and data enhancement

“Merkle is a great database partner because we are one of the only full-scale technology companies that live inside an agency,” said Sandra Swindle, senior vice president, CRM technology delivery leader for Merkle. “We don’t just build technology for technology’s sake; we understand our clients’ marketing objectives and build out platforms to enable that. We understand the entirety of the tech stack and how that works to activate campaigns in today’s privacy-safe environment.”

To learn more about RAL’s privacy-compliant offerings and to request a demo visit here.

Kite Hill PR for Merkle
Moira Shannon
[email protected]


About Merkle

Merkle is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 12,000+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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