Merkle Debuts Cookie-less Audience Targeting Platform

Dentsu Aegis-owned marketing company Merkle has launched an identity resolution and data platform called Merkury, through which marketers can continue targeting audiences online without using third-party cookies.

Merkury uses technology from Merkle's recently acquired people-based identification and data tech company 4Cite Marketing, which offers a first-party tag that enables media owners to re-target audiences online by matching e-mail addresses. Through this integration of existing and acquired capabilities, Merkury will aim to provide clients with a complete identity and data platform (a 'private identity graph' which stores all identifiers that correlate with individual customer's data), offering identity resolution, third-party data, and marketing technology integrations.

The Merkury leadership team, with John Lee (pictured) at the helm as President, includes Peter Randazzo, Chief Technology Officer; Gerry Bavaro, Chief Strategy Officer; Eugene Becker, Chief Data Officer; and Kelly Leger, SVP Sales. Commenting on the launch, Lee said: 'Consumer privacy and the death of the third-party cookie are changing the rules for digital and cross-channel marketing. Merkury's mission is to serve as a neutral technology enabler of the private graph, supporting seamless interoperability between brands, publishers and technology platforms'.

Web site: www.mercleinc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.