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 […]
“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 Krish Sailam, global senior vice president of programmatic solutions at DWA, a Merkle company. Some may think artificial intelligence (AI) and machine learning (ML) personalization is all about altering banners and landing pages. […]
The advertising industry today is largely the product of tremendous M&A activity. AdExchanger looked at the acquisitions that made the biggest impact in the past decade. Impact can mean many things. Some of these startups flourished under their new owners, showing worth far more than their deal price. Others, purchased during their downfall, reflect the […]
Chief marketing officers are surrounded by disruption. And they’re realizing that the branding skills that got them the top marketing seat aren’t the same skills in data and operations that are going to drive their businesses forward, said Merkle CEO David Williams. “The average CMO is in a tough spot,” he said. “They didn’t grow […]
Agency holding companies have spent $12 billion on data assets over the past five years but have yet to successfully deploy those assets at their creative agencies, according to a Forrester report released Monday. “It’s still very much a media proposition,” said Jay Pattisall, Forrester analyst and author of the report. “[Creative] seems to be […]
Despite Xandr’s positioning as the TV platform of the future during its Relevance Conference in Santa Barbara last week, agency buyers want to see more progress toward that goal. Certainly, Xandr has the right assets and strategy to create a programmatic marketplace for TV. Over the past year, Xandr launched a publisher network called Community, […]
The B2B marketing discipline, worth some $120 billion in annual spending, is in flux. Brands like Microsoft, John Deere, HP, GE and Adobe have migrated from a one-size-fits-all approach to one that is far more targeted. This week on the podcast, we cover the impact of new methodologies, technologies and data on enterprise marketing, with […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Krish Sailam, senior vice president of programmatic solutions at DWA, a Merkle company. Nielsen has been in the news lately, and not in a flattering light. With a major TV studio (CBS) and media agency (Gray) casting […]
The inability to manage reach and frequency is the biggest threat to digital advertising, according to Merkle CEO David Williams. Merkle has spent the past two years trying to solve that issue for the open ecosystem with M1, a media-buying platform that uses PII-based IDs to target known individuals. Merkle also has a publisher network, […]
