Merkle (www.merkle.com), a leading technology-enabled, data-driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, announced a strategic partnership with Atlas (a Facebook company), an ad serving and measurement platform that allows brands to reach people across multiple devices. The partnership will expand Merkle’s people based marketing capabilities, enabling targeting and measurement across devices leveraging Facebook identity data.

Merkle manages 3.7 billion first-party CRM data records and has more than 25 years of experience optimizing that data for person based marketing decisions. This experience, combined with the company’s media planning and buying capabilities bring unique value to Merkle clients on the Atlas platform. Megan Pagliuca, GM & VP of Digital Media says, "The Atlas platform enables addressability at scale, which provides marketers the ability to target, deliver and measure customized consumer experiences to a person rather than a cookie.  First-party CRM data is the starting point for advanced media targeting and measurement in the Atlas platform, which extends Merkle’s people-based targeting capabilities."

As a member of the Atlas product council, Merkle has worked closely with the product engineering teams to inform the development of the platform. "Partnering with a data-driven agency such as Merkle not only provides us an avenue for expert input at the product level, but Merkle ensures advertisers can see the platform’s true capabilities," said Erik Johnson, head of Atlas.