Merkle (www.merkleinc.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.
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.