john lee

NBCUniversal is making its annual case for bigger streaming ad budgets at One24, NBCU’s annual ad tech and data dog and pony show, which took place in New York City this week.

This year, NBCUniversal hosted its competitors on stage at One23, the broadcaster’s annual developer conference. Why? One word: measurement.

To help solve TV measurement, NBCUniversal launched a “Currency Council,” a list of marketers who have committed to using alternate measurement currencies for at least a portion of their ad spend with NBCU. The program currently has about a dozen buy-side partners, including State Farm, Wayfair and T-Mobile.

Kubota Tractor Corporation has plenty of first-party data on customers who are likely to need its line of residential tractors and lawnmowers – namely, people who live on properties with a lot of land. But to capitalize on the trend of people moving from cities to rural locales during the COVID-19 pandemic, Kubota needed to be able to reach people who were actively looking to make such a move. That’s where Realtor.com’s first-party data came into play.

Merkle on Tuesday launched Merkury, an identifier designed to allow marketers to continue targeting audiences online without using third-party cookies. Merkury uses technology from Merkle’s recent acquisition of 4Cite, a first-party publisher tag that lets media owners retarget audiences over email and on platforms such as Facebook by matching hashed email addresses. Here’s how it […]

Advertisers want to market using the type of rich data provided by walled gardens – but that’s not possible on the open web. So the major holding companies have each developed data platforms to meet their clients’ needs. The question is: What’s the difference between their offerings? Publicis Groupe’s Spine, IPG’s AMP, WPP’s mPlatform, Dentsu […]

Dentsu Aegis Network said Thursday that its media agency brands in the US will use Merkle’s PII-based M1 platform for centralized data planning and activation. Dentsu’s media agencies have been piloting M1 for a few months, and it’s now officially being deployed as a self-service tool at Carat, iProspect and 360i, as well as at […]

If Dentsu Aegis Network’s majority investment in Merkle goes through, the CRM and performance marketing agency will support Dentsu’s media-buying agencies. Those media agencies will gain access to Merkle’s proprietary tools, including a cross-device identity management system, a CRM-matching database for publishers and, most notably, the M1 audience platform. “The intent is that every agency […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Lee, executive vice president and chief strategy officer at Merkle. The rise of programmatic over the past five years has moved the media industry forward in a big way. […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Lee, executive vice president at Merkle. Challenged by an already short digital marketer attention span, the data-management platform (DMP) is already running the risk of going from today’s front-page […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by John Lee, executive vice president at Merkle. First-party data-driven marketing is becoming increasingly pervasive. Marketers use data to individually match and engage their own customers and prospects on addressable platforms like […]