LUMBIA, Md.--(BUSINESS WIRE)--Merkle (merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced that Criteo has joined the elite set of technology providers and premium publishers and that comprise the agency’s Publisher Addressable Marketplaces (PAM)™ solution. Criteo, a global provider of performance marketing technology, is the leading retargeting engine in the retail space, offering digital advertising solutions to intelligently convert new customers and re-engage existing ones.
Publisher Addressable Marketplaces is a consortium of leading publishers who have created access to their known audiences and premium content, powered by Merkle’s data, analytics, universal ID and platform, and made available to advertisers and agencies via state-of-the-art technologies. Criteo’s machine learning process continuously informs digital advertising experiences dynamically across devices.
PAM facilitates the direct match of advertisers’ de-identified first-party, customer, and prospect data with publishers’ known subscriber and logged-in user data, in conjunction with Merkle’s DataSource™ database, which covers over 90% of US consumers and more than 1,000 attributes. This creates CRM-based audiences that can be targeted on a cookie-less basis, with more relevant ads across publishers in mobile and desktop. The addition of Criteo technology to the solution creates a fully developed solution for addressable targeting on a one-to-one level and allows Merkle clients to reach as many as 65 million matched users in the US.
PAM allows for publisher placement-level planning, targeting, and reporting in a privacy-safe environment. It offers fraud-free, above-the-fold placement with both guaranteed and non-guaranteed audience buys across multiple premium publishers. PAM is a fully integrated solution powered by a combination of Merkle’s customer relationship marketing (CRM) data onboarding and analytics with a platform that is open to both advertisers and agencies. The solution is enabled by top technology partners like Criteo. As a result of this partnership, the solution allows advertisers to match CRM and transaction data from Merkle to the Criteo ID and associated data.
“We are excited to welcome Criteo into the PAM solution, as we pursue our goal of expanding the number of viable options available to advertisers,” said Kelly Leger, vice president, Publisher Addressable Marketplaces for Merkle. “Criteo is renowned in the marketplace as a pioneer in remarketing. With nearly 1.2 billion unique users globally and the ability to reach those users who have the highest propensity to buy, our PAM partnership will offer both maximum reach and maximum performance.”
"We're pleased to partner with Merkle to provide Criteo’s unique machine-learning technology that will power PAM and extend Merkle’s value proposition to both publishers and advertisers," said Mollie Spilman, Chief Revenue Officer, Criteo. “Together, we will bring true, one-to-one targeting to the Criteo engine and network, which is an exciting advancement, not only for the PAM solution, but for the future of people-centric marketing.”