IMPAQT (www.impaqt.com), a Merkle company (www.merkleinc.com) and leading search engine marketing agency, announced the launch of IMPAQT Trading, a media solution suite that applies the targeting and measurement practices of traditional direct marketing to execute targeted display, video, mobile and social media advertising. The development underscores IMPAQT’s continued commitment to helping clients drive results through the integration of digital strategies into their customer acquisition and engagement initiatives.
With the introduction of IMPAQT Trading, the company brings Merkle’s established digital marketing expertise and extensive customer relationship marketing (CRM) skills together with IMPAQT’s market-leading advancements in search. Leveraging the strengths of both organizations, IMPAQT Trading offers a data-driven performance media solution that optimizes digital spend and results. The organization has developed a proprietary platform to understand, influence and measure consumer behavior through digital media. In addition, the incorporation of best-in-class technology partnerships enables the platform to facilitate media buys across multiple exchanges, direct publishers and across social media outlets.
“Over the last few years, we have been working to build our display client base to scale, creating world-class media solutions,” said IMPAQT president, Richard Hagerty. “The combination of Merkle’s deep-rooted expertise in CRM analytics, technology and data is the perfect dovetail with IMPAQT’s innovations in search. IMPAQT Trading is the natural extension of both businesses, offering a proprietary, analytically based media platform which utilizes the exchange environment to offer tremendous media buying capabilities that encompass not only real-time bidding for display, but across all digital touchpoints.”
IMPAQT Trading will be led by Megan Pagliuca, vice president and general manager of digital media for Merkle. “Over the past couple years we’ve built proprietary technology and assembled a team of experts on the ad technology space in support of Merkle’s client base,” said Pagliuca. “Through IMPAQT Trading, we will be able to deliver a fully integrated biddable media offering to both Merkle and IMPAQT clients.”
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize 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 5,500 employees, Merkle is headquartered in Columbia, Maryland, with 24 additional offices in the US and 25 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.