IMPAQT (www.impaqt.com), a Merkle company (www.merkle.com) and leading search engine marketing agency, announced the launch of IMPAQT Trading, a media solution suite that applies the targeting and measurement practices of traditional direct marketing to execute targeted display, video, mobile and social media advertising. The development underscores IMPAQT’s continued commitment to helping clients drive results through the integration of digital strategies into their customer acquisition and engagement initiatives.

With the introduction of IMPAQT Trading, the company brings Merkle’s established digital marketing expertise and extensive customer relationship marketing (CRM) skills together with IMPAQT’s market-leading advancements in search. Leveraging the strengths of both organizations, IMPAQT Trading offers a data-driven performance media solution that optimizes digital spend and results. The organization has developed a proprietary platform to understand, influence and measure consumer behavior through digital media. In addition, the incorporation of best-in-class technology partnerships enables the platform to facilitate media buys across multiple exchanges, direct publishers and across social media outlets.

“Over the last few years, we have been working to build our display client base to scale, creating world-class media solutions,” said IMPAQT president, Richard Hagerty. “The combination of Merkle’s deep-rooted expertise in CRM analytics, technology and data is the perfect dovetail with IMPAQT’s innovations in search. IMPAQT Trading is the natural extension of both businesses, offering a proprietary, analytically based media platform which utilizes the exchange environment to offer tremendous media buying capabilities that encompass not only real-time bidding for display, but across all digital touchpoints.”

IMPAQT Trading will be led by Megan Pagliuca, vice president and general manager of digital media for Merkle.   “Over the past couple years we’ve built proprietary technology and assembled a team of experts on the ad technology space in support of Merkle’s client base,” said Pagliuca. “Through IMPAQT Trading, we will be able to deliver a fully integrated biddable media offering to both Merkle and IMPAQT clients.”