Merkle Adds Cookie-less Audience Targeting to ActionIQ

Data-driven customer experience management (CXM) platform Merkle has added its Merkury cookie-less audience targeting tool to customer data platform ActionIQ, to enable personalization for both anonymous and known consumers.

Launched last year, Merkury uses technology from Merkle's acquisition of people-based identification and data tech company 4Cite Marketing, providing 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.

Merkury has now been added to ActionIQ's platform which is used by enterprise marketers, analysts and technologists to capture and use their customer data - online and off-line, from e-mail, CRM and clickstream - to build and launch personalized marketing campaigns. As part of the deal, marketers will be able to append more than 10,000 third-party data attributes at a person-level to ActionIQ customer profiles, and target consumers through audience segmentation and modeling, while marketers will be able to activate ActionIQ audiences in paid media without the use of third-party cookies.

Matt Seeley (pictured), Merkle's Global Data Transformation Leader, comments: 'As marketers prepare for the demise of identifiers such as third-party cookies, they are looking for ways to manage the customer journey and to continue having personalized and relevant conversations with consumers. The evolution of Merkle's partnership with ActionIQ is a tangible and effective way for brands to engage with consumers in real time.'

Web sites: www.merkleinc.com and www.actioniq.com .

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