Merkle Merkury: An identity resolution platform for private identity graphs

2020-02-14 03:00

Merkle, a leading technology-enabled, data-driven performance marketing company, announced the launch of Merkury, Merkle's identity resolution and data platform designed to power the creation of first-party, "Private identity graphs" for both brands and publishers.

"These brands will be able to network their private graphs with partners and publishers in a way that increases addressability for all in a privacy safe way. Merkury's mission is to serve as a neutral technology enabler of the private graph, supporting seamless interoperability between brands, publishers, and technology platforms."

To enhance Merkle's pre-existing identity and data assets, Merkle recently announced the acquisition of 4Cite Marketing, whose best-in-class, first-party identity resolution capabilities will play a central role in Merkury's private graph solution for world-class brands, including Cadillac.

"In an ever-evolving and challenging environment, our partnership with Merkle has been invaluable in providing us with the additive expertise, data, and identity management technology needed to help us do this in a privacy safe way, as we move into a cookie-less world. The release of Merkury represents the next evolution of that."

Merkury's launch will coincide with the integration of its private identity graph capability with key technology partners, including MediaMath, Index Exchange, and SourcePoint, who will automate the industry's first-ever programmatic trading of marketer and publisher cookie-less, private graph IDs.

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