Merkle (www.merkle.com), a leading technology-enabled, data-driven performance marketing agency, today announced a strategic partnership with Tapad, the marketing technology firm renowned for its unified, cross-device solutions. Leveraging Tapad’s Device GraphTM for cross-device identification, Merkle will help its clients to more effectively reach their end users’ devices and conduct performance marketing with a high degree of accuracy.
Tapad’s Device Graph™, which operates the longest-running cross-device algorithm in the market today, delivers the data quality, scale, and service for a truly holistic view of the consumer. The solution uses a combined data approach, leveraging both probabilistic and deterministic data modeling to achieve meaningful scale and accuracy in a privacy-safe setting. By leveraging Tapad’s Device Graph™, Merkle is now able to anonymously identify related devices. This enables the performance of device analytics and audience segmentation, as well as the delivery of relevant, messaging across all platforms and devices.
“We’re excited to incorporate the breadth and accuracy of Tapad’s Device Graph™ to our MerkleONE product suite,” said Matthew Schultz, VP of Product at Merkle. “By partnering with Tapad, we can extend our proprietary Connected Recognition technology to connect to both known and anonymous customers on specific devices, be it a phone, tablet, desktop, or television.”
Added Are Traasdahl, Tapad CEO and Founder, “Merkle is known for consistently delivering optimal solutions for their customers. We’re proud to partner with them to add our proprietary cross-screen technology to their suite of services.”