• by Ray Schultz , August 19, 2021

Merkle has integrated its Merkury identity platform within ActionIQ, a customer data platform (CDP), in a move that it says can help brands thrive without cookies. 

The arrangement, an expansion of the partnership between the two firms, allows marketers to achieve personalization in real-time in a privacy-compliant way, Merkle claims.

The goal is to “enable marketers with an enhanced view of their consumers to create meaningful and informed activations across channels,” says Neil Wilson, vice president, partnerships, ActionIQ. 

Merkury is a tool that resolves anonymous and known consumer identity, cleanses and dedupes data, and brings offline-based data attributes of all U.S. consumers to the integrated solution, the company says in a statement. 

According to Merkle, the integration allows marketers to:

- Connect offline CRM profiles to unknown consumers in real time while they are active on owned properties such as websites or apps to drive personalization.

- Append more than 10,000 third-party data attributes at a person level to ActionIQ customer profiles.

- More precisely target consumers through audience segmentation and modeling.

- Activate ActionIQ audiences in paid media without the use of third-party cookies through Merkury’s cookieless connections.

- Understand unique channel performance across consumer journeys and conversion attribution.

- Achieve greater operational and time-to-market efficiencies.

“As marketers prepare for the demise of identifiers such as third-party cookies, they are looking for ways to manage the customer journey and to continue having personalized and relevant conversations with consumers,” states Matt Seeley, global data transformation leader at Merkle.