Merkle and its parent Dentsu Aegis Network announced today the integration of the Merkle-developed people-based research and targeting platform M1 with a comprehensive set of cloud services packaged within the Adobe Experience Cloud.
The M1 platform is underpinned by anonymized data on individuals, including every adult American, per the agency. The platform has tagged each person with digital IDs with hundreds and sometimes more than 1,000 attributes.
At this point, the total database covers over 242 million people.
The companies said with the integration, a single ID would unify online and offline views for addressable targeting at scale. And it allows for easier management and manipulation of data on the two platforms.
“With a long history of close collaboration between Adobe, Dentsu Aegis Network and Merkle, we are excited that the integration of these two platforms will enable our clients across the network to reach real people at scale in media and achieve better ROI through more accurate targeting,” stated David Skinner, senior vice president, Strategic Alliances and Partnerships, Merkle.
Jay Dettling, vice president, global partners, Adobe, added: “This is the first step in a long-term data and identity collaboration between Merkle, Dentsu Aegis and Adobe.”
The news was released today at the Adobe Summit marketing conference in Las Vegas.