Merkle (merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced today the launch of Publisher Addressable Marketplaces (PAM)™. PAM represents the industry’s first premium programmatic advertising solution that enables deterministic, people-based targeting and measurement across premium publisher audiences and inventory.
Publisher Addressable Marketplaces is a consortium of leading publishers including latest additions Trusted Media Brands and Pandora 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. 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, one-to-one basis, with more relevant ads across publishers in mobile and desktop. 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 CRM data onboarding and analytics and Sonobi’s JetStream platform that is open to both advertisers and agencies.
“With PAM, we are expanding the number of viable options available to the advertiser for truly people-based media that delivers scalability across leading publishers. This offering supports the movement in the programmatic industry away from tonnage and CPM efficiencies toward quality, in a way that is a win for advertisers and publishers alike,” said John Lee, EVP, chief strategy officer, Merkle.
The initial launch of Publisher Addressable Marketplaces will include premium publishers such as Pandora and Trusted Media Brands as well as ad platforms including Viant and LiveIntent, who are among the first to enable the addressable audience marketplace. Moving forward, Merkle will be introducing additional publishers and technologies to serve the open, people-based ecosystem.
Sonobi’s President, Anthony Katsur added, "We're excited to partner with Merkle to provide the essential technology that will power PAM and extend Merkle’s value proposition to both publishers and advertisers."
“With nearly 80 million active listeners persistently logged-in, we observe over 1 billion data points of real people every day,” said David Smith, VP monetization and yield at Pandora. “We combine our rich 1st, 2nd, and 3rd-party data to deliver highly engaged target audiences. We’re always looking for new ways for brands to leverage their own data on Pandora, and partnering with Merkle is our latest move to empower advertisers to find their customers in a mobile world- at incredible scale.”
Merkle will be hosting two sessions on its floating headquarters at Cannes Lions 2016 with Sonobi and publisher partners, to unveil the PAM solution. If you’ll be attending Cannes and would like to connect with a Merkle expert, please contact Merkle’s Events team.