Data management platforms (DMPs) have traditionally served as the backbone of many organizations’ adtech strategy. With third-party cookies on the way out and the subsequent sunsetting of DMPs by leading vendors, many organizations are looking for a new solution to address acquisition marketing use cases in a privacy-safe way. While DMP technology and the identifiers that power them are sunsetting, the use cases that these tools solve for, including prospecting, site personalization, retargeting, and suppression, will remain key for organizations looking to offer seamless customer experiences.

This blog post, written in partnership with ActionIQ, will help you understand the consequences of these market changes and what your organization can do to prepare. 


1. Leverage Addressable Identifiers in the CDP

With third-party cookies and DMPs expiring, acquisition marketing teams and agencies require both an identity framework to power prospect and customer recognition, addressability, and reach; and a centralized platform to manage audience and activation experiences. Enter Merkury and ActionIQ! Merkury’s identity solution allows for organizations to bolster their first-party data set and recognize unknown site visitors with an addressable ID while ActionIQ supports advanced segmentation and orchestration of those newly addressable audiences. By creating a unique, persistent identifier, organizations can finally activate what was a previously unknown audience across multiple channels.

2. Enrich and Retarget Prospects

According to Merkle’s recent Q4 2022 Performance Media Report, over 40% of organizations are responding to rising cost-per-mille (CPM) and cost-per-click (CPC) costs by improving the management of audiences and use of first-party data in paid search. ActionIQ and Merkury enable organizations to blend their first-party data with Merkury prospect audiences, powering new look-alike modeling that reaches more relevant users through acquisition campaigns. Additionally, Merkle partners with the leading multimedia study of Americans to access the most accurate data set on consumer attitudes and behaviors, including over 60,000 unique demographic and lifestyle characteristics, in-depth insights on shopping behaviors, and likelihood to make a major purchase or life change. These attributes can be used to enrich anonymous profiles within the ActionIQ platform and support better targeting, segmentation, and modeling for campaigns.

3. Build a Future-Proof Architecture

The rise of the composable CDP has come at a time when organizations are not only looking to deliver more personalized journeys to keep up with rising expectations, but simultaneously reduce costs wherever possible.

This type of architecture allows IT professionals to centralize customer data, leveraging their own data cloud software, like Snowlake, Databricks, Google BigQuery, AWS Redshift, or Microsoft Azure, and tailor their customer data stack for their unique requirements. Composable CDPs are the future, allowing teams to plug and play into their existing martech stack to maximize power, control, and performance while focusing on the specific components that are most needed.

Integrating a composable CDP paired with a trusted identity provider enables brands to resolve anonymous customer identities while simultaneously protecting against changing regulations. In addition, this combination allows organizations to layer first-, second-, and third-party data (while it’s still available) to build a complete profile view of customers and prospects to deliver informed and personalized experiences.

Learn more about the ActionIQ CX Hub paired with Merkury.

Get in touch with Merkle’s experts to discover how our joint solution offers infinitely scalable performance while maintaining control of your customer data.