Customer data platform Tealium will integrate, Merkury, a cookieless identity resolution product from Merkle, into its platform.
Merkury unifies first-party offline and digital records with a single person-based ID, Merkle says. The Merkury ID graph allows the addition of up to 10,000+ offline attributes, it adds.
Tealium clients can use Merkury to clean data imported into the platform, increase site visitor identification rates and realize better audience segments and models without reliance on third-party cookies.
The partnership enables Tealium users to “unify and activate data in real-time,” says Matthew Gray, global vice president, partnerships at Tealium.
Gray observes that unified customer data “is an organization's most valuable asset and greatest competitive advantage.”
Dating back to 2015, Tealium’s partnership with Markle has resulted in “unprecedented personalization capabilities,” says Matt Seeley, global marketing tech and data management lead at Merkle.
Tealium also offers several email services. For example, it helps brands with trigger emails and supports Saleforce Marketing Cloud’s Email Studio.