Prior to Comet, Merkle most recently acquired DBG, a London-based data marketing agency that offers similar services around data-driven marketing and campaign management, as well as key partnerships in the auto vertical.
In May Merkle acquired Periscopix, another London-based performance marketing firm that specializes in programmatic buying.
“Periscopix and DBG are the two core parts of the Merkle offering in Europe. Comet is an addition to the service that we offer,” Gallate said.
Gallate noted some competition, but shared clients and customer-centric approaches made the acquisition an obvious cultural and strategic fit.