merkle

Mohegan and LiveRamp partner on a “casino media network;” Criteo hires its new CEO from the agency side; and Publicis Groupe consolidates

Publicis outperforms its agency holding company rivals because of three primary factors: technology strategy, leadership and deal-making.

In March, Shirli Zelcer stepped in to lead Dentsu’s new data and technology group as the agency holding company’s first chief data and technology officer.

To fill in the gaps left by third-party data loss, Adobe has added a data collaboration product to its Real-Time CDP that lets advertisers match their data to a partner’s to create lookalike audiences, target ads or attribute campaigns.

New year, same conversation. Generative AI exploded onto the scene more than a year ago, and now you can’t go an hour without a new announcement about AI. While AI isn’t new, the introduction of generative AI has brought about the art of possibility. It brought what seems impossible within arm’s reach. Suddenly content at […]

Dentsu launched a set of identity solutions for Merkury, its identity resolution platform, on Tuesday. The identity solutions try to create a single customer view for marketers.

Historically, there’s been no easy way to do all that at the account level in a DSP because a DSP’s main reason for being is to find the lowest-cost media and audiences possible for its advertisers.

Organic revenue growth for IPG sank 1.7% YOY, with a 2.5% drop in the US. The holding company said a weakened tech sector is partly to blame.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tubi Or Not Tubi Fox-owned Tubi recently made its first ping on Nielsen’s radar with 1% of US TV viewership – just in time for Tubi’s first-ever advertiser conference ahead of upfront season on Thursday, where it showcased glitzy new data partnerships. And […]

Although inflation affects everyone, the degree to which it impacts people is “very personal,” says Courtney Hilbert, senior director of analytics at Merkle. Understanding which customers are most negatively impacted by inflation (as opposed to moderately impacted or merely annoyed) should inform a brand’s communication strategy. By the fall of 2021, the question of how […]

Retail media networks overall still have a ways to go before they’re able to satisfy several basic buy-side demands, including better measurement, more transparency and some form of standardization.

As brands continue to explore what customer data platforms (CDPs) are and how best to use them, the introduction of reverse ETL tools and deconstructed CDPs have only further muddied the water. 

Merkle’s retail and consumer goods group has become a testbed for multiple other verticals. Although people tend to think of retail advertising from the perspective of grocery store chains and major CPG brands (Walmart, Target, Kroger and the brands they carry), these days the “retail media” category includes a host of new entrant: Best Buy, Marriott, Lyft, Uber, craft goods store Michael’s.

Comcast-owned FreeWheel announced new identity integrations to bring the buy and sell sides of the TV ecosystem together. Its platform now supports ID solutions from Blockgraph, LiveRamp, TransUnion, Experian, Merkle and OpenAP, which can be overlaid with publishers’ and advertisers’ first- and third-party data sets for more accurate cross-screen targeting and measurement.

What can marketers do to separate the snake oil from the good stuff when it comes to identity resolution and cookieless technology? In a nutshell: “Buyer beware,” says Michael Komasinski, newly appointed global CEO of Dentsu-owned Merkle.

The customer data platform market for B2B organizations has lagged behind the B2C space to date. But, at last, it’s starting to take shape. Going into 2022, we’re going to see a lot of B2B marketers contemplating whether – and how – a CDP might fit into their tech stack, writes Craig Howard, chief solution architect for Merkle B2B.

“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 Beth Sanville, SVP, Analytics, Merkle.  It’s no secret that consumers expect companies to care about their needs and personalize their individual journeys. Brands, once fueled largely by advertising, are now […]

Dentsu-owned Merkle has acquired LiveArea, an experiential commerce agency, for $250 million, the companies said Tuesday. Merkle will add LiveArea’s 590 employees to its roster. LiveArea works with retailers and brands, though mostly retailers, on commerce and marketing. It provides design and creative strategy, but its primary offering integrates customer data with ecommerce tech such […]

“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 Kerri Driscoll, VP of marketing strategy at Merkle. At Apple’s Worldwide Developers Conference, Apple announced its intention to put additional privacy parameters in place for email with its Mail Privacy […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Andy Fisher, head of Merkury Advanced TV at Merkle. With the deprecation of third-party cookies and its implications on media targeting, advertisers are increasingly looking for opportunities to leverage both their first-party data and […]

“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 Serge Del Grosso, SVP of media services at Merkle. 2020 has forced the marketing and advertising industries to re-evaluate the client/agency relationship. This has been especially true as marketers continue […]

“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 Craig Howard, VP, chief solution architect at Merkle. Marketers want to be able to do more in real-time, but can they truly understand and explain what that means and the […]

Samsung Ads released Tuesday its new TV measurement solution designed to help advertisers to measure the combined impact of linear and streaming TV ad campaigns, as opposed to viewing the data in different silos. General Motors is the first advertiser to use the tool as part of a pilot program, which includes an integration with […]

“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 Michael McLaren, global CEO, B2B Group, at Merkle. As more customer engagements move away from in-person contact to digital channels and virtual environments, the trends that were already driving the need for […]

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. How are B2B marketers faring with the discontinuation of live events? Pretty badly, turns out. “Events in 2019 and prior was typically 40% of a typical B2B company’s marketing budget. A very good B2B event is an extremely […]

It never ends. COVID-19 outbreaks and lockdowns of varying degrees in states such as Texas, Florida, Arizona and California mean advertisers must once again adapt their strategies. After pausing media spend in March and April, advertisers tentatively returned in late May. But the rise of coronavirus cases in more than 30 states means they’re accelerating […]

  Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts.  When Merkle launched as a direct and database marketing agency 30 years ago, it had no idea how relevant these skill sets would be to digital marketing in the future. Fast-forward to today, and Merkle’s expertise handling first-party data, building CRM databases and […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Social Media Vs. Trump Snapchat is the latest social media network to enforce policies that restrain President Trump’s inflammatory rhetoric. The company said it will no longer promote Trump’s account on the Snapchat Discover feed due to comments he made that could incite violence […]

Despite COVID-19, Merkle didn’t think twice about promoting longtime executive Craig Dempster to global CEO last week, sticking to a succession plan two years in the making. “We built a strategy and worked to execute against it,” Dempster said. “We didn’t spend a lot of time debating it.” Dempster, previously president of Merkle in the […]

Working with clients in travel, brick-and-mortar retail, hospitality and live entertainment right now is a bit of a hot mess. These brands are pausing their ad spend as their businesses get completely shut down – which makes it tricky for media agencies to perform their regular duties. “It’s volatile, chaotic, uncertain and ambiguous, and on […]