• by Steve McClellan  @mp_mcclellan, October 8, 2020

Filter, a Merkle company that helps clients implement in-house ad-marketing efforts, has appointed Todd Paris as CEO. 

Merkle, part of Dentsu, bought Filter in early 2019.  

Thirty-year industry veteran Paris most recently served at Deloitte Digital as managing director in charge of the firm’s advertising technology and insights practice. In that role, he also helped brands in-house and operationalize digital media capabilities.

“It’s a perfect time to join Filter and Merkle, as brands focus on driving media effectiveness and efficiency,” said Paris, who reports to Craig Dempster, global CEO of Merkle. 

Dempster added that in addition to running Filter, Paris will play a “key role” in guiding “the future of Merkle as a global leader in experience transformation.”

Estimates are that nearly 80% of brands are now in-housing some or all of their programmatic and other marketing capabilities, although most also rely on agency services. “The most nimble and adaptive brands don’t consider in-housing as an either-or solution,” said Paris. “They use a hybrid model to future-proof their strategy and act with maximum speed, efficiency, and impact.”