August 12, 2021
Columbia, MD
Merkle, a leading data-driven customer experience management (CXM) company, announced that it is working with Magnite, the world’s largest omnichannel sell-side advertising platform, to integrate Merkury, its identity resolution and data platform. Merkury’s mission is to serve as an identity provider, supporting seamless interaction between brands, media publishers, and technology platforms to power addressable advertising at scale.
Through this integration, Merkury and Magnite have built a new Prebid User ID module to support targeting without reliance on third-party cookies. This will enable marketers who utilize Merkury for first and third-party audience creation and targeting to access unique inventory sources, target at the individual level, perform closed-loop measurement and analytics, and achieve an increased understanding of campaign performance, including person-based reach and frequency. The integration is available immediately within the US.
“As the advertising industry navigates the future of identity, joint cooperation and participation are essential to ensure solutions are forward-looking, and fair,” said Adam Soroca, chief product officer at Magnite. “By working with industry leaders and innovators at Merkle, we are providing buyers with a way to address their audiences in the post third-party cookie world. Merkury’s collaborative foundation is a key differentiator in the market among many cookieless identity solutions.”
“We’re excited about the benefits both publishers and marketers will gain from the Merkury platform. We chose to work with Magnite in large part due to their leadership and innovation in open source identity infrastructure. We are determined to create solutions that allow publishers easier access to brands that leverage Merkury while having more control over their supply,” said Lynette Kaylor, VP, media and publisher solutions, Merkury.
This collaboration is an addition to Merkury’s expansive roster of technology and publisher partners, which includes iHeartMedia’s SmartAudio, MediaMath, Meredith, Pandora, and Xandr. These partnerships allow marketers to advertise at scale to individual consumers in a privacy-safe way across premium publisher channels.
Click here to learn more about to learn more about Merkle’s Merkury platform.
Author Information
As a detail-oriented researcher, Sherril is expert at discovering, gathering and compiling industry and market data to create clear, actionable market and competitive intelligence. With deep experience in market analysis and segmentation she is a consummate collaborator with strong communication skills adept at supporting and forming relationships with cross-functional teams in all levels of organizations.
She brings more than 20 years of experience in technology research and marketing; prior to her current role, she was a Research Analyst at Omdia, authoring market and ecosystem reports on Artificial Intelligence, Robotics, and User Interface technologies. Sherril was previously Manager of Market Research at Intrado Life and Safety, providing competitive analysis and intelligence, business development support, and analyst relations.
Sherril holds a Master of Business Administration in Marketing from University of Colorado, Boulder and a Bachelor of Arts in Psychology from Rutgers University.
