Merkle Debuts 'People-Based' Targeting Tool

Data driven CRM firm Merkle has introduced what it describes as a 'people-based' marketing solution, allowing clients to use first and third-party data to identify and locate specific individuals and target them with ads across publisher sites.

The newly launched MerkleONE suite of services brings together the company's data management assets with technologies from preferred platform partners such as Google, Facebook, Adobe, Oracle and others. It provides a first-party data management cloud, enhanced by hundreds of third-party data sources across all channels and devices.

The suite also includes an insights option, to enable marketers to explore and segment data and reveal who audiences are and where they can be found. An 'orchestration' tool allows advertisers to build target audiences and extract 'people-based' insights to create audience-based content experience and media plans; and an 'activation' feature can be used to launch campaigns across all channels, including e-mail, social media and publisher platforms.

Gerry Bavaro, SVP of the firm's Enterprise Solutions Group, explains: 'The MerkleONE platform will allow brands and publishers to adopt an insight-driven approach to people-based marketing. The key is enhanced integration between data sets that previously sat in silos, which now power a company's ability to target specific individuals'.

Web site: www.merkleinc.com .