Merkle (www.merkleinc.com), a leading data-driven, technology-enabled performance marketing agency, has reached an agreement with Google to adopt the full suite of DoubleClick’s marketing solutions. With this deal, DoubleClick’s integrated platform becomes a preferred choice for programmatic advertising, bringing real-time data and unified insights to drive stronger campaign performance for Merkle’s clients.
As part of the agreement, Merkle will be one of the first agencies to use DoubleClick’s cross-device measurement, which was unveiled by Google at the June 17 DoubleClick Leadership Summit. DoubleClick’s cross-device measurement enables Merkle to measure conversions across desktop, mobile, and tablet and allowing the agency to gain deeper insights into how campaigns are driving results across screens. This development will drive improved campaign performance for the world-class brands served by Merkle.
“Our deal with DoubleClick presents a tremendous opportunity by providing best–in-class ad serving technology to our clients,” said John Lee, EVP, Chief Strategy Officer, Merkle. “As Google continues to introduce new features like cross-device measurement, Merkle will continue to innovate around our people-based approach to creating an addressable customer experience. The new solution helps to validate to our clients that when users are served an advertisement on one device, activity extends across other devices and provides better quantitative information on the impact of digital advertising. On average, we are seeing a 13% lift in cross-device behavioral activity.”
"Agencies today want to provide their clients with a holistic view of the customer, and that's exactly what we're looking to provide across DoubleClick's integrated solutions,” said Sean Downey, VP of Media Platforms, Google. "We're thrilled that Merkle has not only adopted the DoubleClick stack, but also is one of the first agencies to sign-on to cross-device measurement, empowering them to provide their clients with deeper insights into how campaigns are driving results across screens."
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximise 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.merkleinc.com.