Merkle announced that its DataSource digital segments are now available through the Oracle Audience Data Marketplace in the Oracle Data Cloud. Leveraging the power of the award-winning DataSource, Merkle brings 500 digital segments, powered by data and analytics in the offline marketplace, into online digital data targeting.
Merkle’s data sourcing strategy is driven by the company’s in-depth knowledge of the data market and its national consumer marketing database, DataSource. Merkle’s DataSource brings the best-performing data into addressable digital segments across the following data types: demographics, wealth, lifestyle, auto, property and CAMEO socio-economic indicators. Merkle utilizes a unique offline data aggregation process to ensure that online data segments are accurate, descriptive, predictive, and actionable. Merkle’s approach has been consistently recognized as market leading by industry analysts such as Forrester Research and Sirius Decisions over the years, reinforcing its data-agnostic, analytic-driven approach to data creation.
"Over the years, we’ve established a great technology relationship with both BlueKai and Datalogix, which joined the Oracle Data Cloud to create the industry’s broadest and most integrated data solution. We selected Oracle Data Cloud as the first platform to launch our pre-defined audience segments because of the breadth of their reach within the ad-tech data ecosystem," said Marc Fanelli, vice president and general manager, global data solutions for Merkle. "By making the 500 segments available for consumption, our clients have access to our data for ad targeting, analytics, and audience segmentation."
Merkle’s DataSource digital segments will be available for use by brands and agencies through the more than 200 integrated advertising technology companies using the Oracle ID Graph to connect digital audiences at scale across their multiple computers and mobile devices.