Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, today announced a strategic partnership with Tapad, the marketing technology firm renowned for its unified, cross-device solutions. Leveraging Tapad’s Device GraphTM for cross-device identification, Merkle will help its clients to more effectively reach their end users’ devices and conduct performance marketing with a high degree of accuracy.
Tapad’s Device Graph™, which operates the longest-running cross-device algorithm in the market today, delivers the data quality, scale, and service for a truly holistic view of the consumer. The solution uses a combined data approach, leveraging both probabilistic and deterministic data modeling to achieve meaningful scale and accuracy in a privacy-safe setting. By leveraging Tapad’s Device Graph™, Merkle is now able to anonymously identify related devices. This enables the performance of device analytics and audience segmentation, as well as the delivery of relevant, messaging across all platforms and devices.
“We’re excited to incorporate the breadth and accuracy of Tapad’s Device Graph™ to our MerkleONE product suite,” said Matthew Schultz, VP of Product at Merkle. “By partnering with Tapad, we can extend our proprietary Connected Recognition technology to connect to both known and anonymous customers on specific devices, be it a phone, tablet, desktop, or television.”
Added Are Traasdahl, Tapad CEO and Founder, “Merkle is known for consistently delivering optimal solutions for their customers. We’re proud to partner with them to add our proprietary cross-screen technology to their suite of services.”
Merkle is a global data-driven, technology-enabled performance marketing agency and the largest independent agency in the US for CRM, digital, and search. For more than 25 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. When combined with its strength in performance media, Merkle creates customer experiences that drive improved marketing performance and shareholder value. With more than 2,900 employees, the privately held corporation is headquartered in Columbia, Maryland with 14 additional offices in the US and offices in London, Shanghai, and Nanjing. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.