Merkle (www.merkle.com), a leading technology-enabled, data-driven performance marketing agency, announced today the launch of MerkleONE, a first-in-market solution suite that enables both marketers and publishers to capitalize on the opportunity of people-based marketing. The solution transforms data into visible, actionable insights and drives effective addressable media and channel activation.
With the explosion of data and numerous platforms available to target customers today, companies are finding it increasingly difficult to connect their first party-data to the direct targeting and delivery of relevant content to the right customer at the right time. For a marketer or publisher, achieving people-based marketing requires working within a complicated web of platforms, vendors, databases, and agencies – all of which are constantly changing. This is one of the biggest challenges for marketers and publishers today as current solutions struggle to bring the various components together in an integrated fashion. The MerkleONE solution provides a specific set of tools and competencies that help marketers make the most of first-party and third-party data insights, allowing for more effective planning, activation, and measurement. At its core, MerkleONE’s programmatic media targeting leverages first-party CRM data and custom audience creation and targeting across premium publishers. As such, performance gains are realized while risks of ad fraud are reduced and viewability is improved.
“With the rapid rise of digital and mobile media consumption, marketers and publishers alike are faced with the challenge of delivering addressable messages that hit the mark in terms of audience, timing, and place, across all devices customers use today,” said Gerry Bavaro, SVP, Enterprise Solutions Group, Merkle. “The MerkleONE platform will allow brands and publishers to adopt an insight-driven approach to people-based marketing. The key is enhanced integration between data sets that previously sat in silos, which now power a company’s ability to target specific individuals.”
The MerkleONE solution incorporates a proprietary suite of agency services that is built around an integrated platform, bringing together Merkle’s data management assets with best-of-breed technologies from preferred platform partners such as Google, Facebook, Adobe, Oracle, and others. The components of the platform and integrated Merkle services include:
- Merkle Data Management Cloud manages marketers’ first-party data, enhanced by hundreds of third-party data sources, across all channels and devices in a safe haven environment.
- MerkleONE Insights enables deep exploration and segmentation of marketers’ data to reveal who their audiences really are and where they can be found. Insights enable both a historical view of audience performance through reporting and attribution, as well as forward-looking scenario planning.
- MerkleONE Orchestration enables advertisers to build robust target audiences and to identify the best platforms through which to execute plans, allowing marketers to enhance and extract people-based insights to create audience-based content experience and media plans.
- Merkle ONE Activation allows marketers to refine campaign and targeting strategies, and launch and optimize addressable campaigns across all channels through direct integration with demand-side platforms (DSP), search, site personalization, email, social, and publisher platforms.
“In addition to helping advertisers to unlock the power of their CRM data, MerkleONE is enabling premium publishers to monetize their audiences and data,” Merkle’s chief strategy officer, John Lee, commented. “Premium publishers such as News Corp will be among the first to enable a ‘custom audience’ marketplace that combines direct user ID match targeting with first-look, guaranteed inventory using the MerkleONE platform.”
“Merkle continues to build on its leadership as a data-driven performance marketing agency and the development of MerkleONE is a testament to our commitment to staying ahead of evolving marketing and media trends,” said David Williams, chairman and CEO of Merkle. “We are excited to bring the MerkleONE platform to market and empower our clients to capitalize on available data to activate targeted, data-driven campaigns.”