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Google Taps Merkle as Partner for New Customer Match Product

May 26, 2016
Columbia, MD

Merkle (merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that is has partnered with Google on its Customer Match Uploader (CMU) service. Google unveiled its premier set of four agency partners for the CMU product at the Google Performance Summit, which took place on May 25. Merkle’s position  at the forefront of Customer Match adoption among clients was a key driver in its selection for the roll-out of the new product. Of the four agency partners selected, Merkle is the only company with full data and agency services offerings, placing the agency in a unique position to help clients with their data and media needs.

Merkle places a priority on leveraging audience data to improve the effectiveness of Google products. With nearly 100% adoption of Google’s targeting tools, including remarketing lists for search ads (RLSA) and Customer Match, the agency is at the forefront of the media space, driving successful marketing campaigns for its clients. Merkle worked with its client, Wine Enthusiast, to granularly target known customers and further segment audience characteristic and performance data. Customer Match audiences produced higher ROI, click-through-rate (CTR), and conversion rate than standard text ads for the client.

The launch of Google’s latest product, Customer Match Uploader, allows Merkle to upload pre-hashed Customer Match first-party data files to a secure, authorized API. Google can then proceed with the standard Customer Match audience creation process and deposit the resulting audience in the brand’s Adwords account.

 “With our strong heritage in data, Merkle is the perfect match for partnering with Google for the launch of the Customer Match Uploader,” said Ryan Gibson, head of SEM, Merkle. “This unique product allows us to provide greater value to our clients and allow them to reach their individual audiences securely and seamlessly. We look forward to our continued partnership with Google.”   

About Merkle

Merkle is a leading data-driven, technology-enabled, global performance marketing agency 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 agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based 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 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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