Merkle and Tealium join forces to enable cookie-free identity for marketers – help net security


Merkle has announced the launch of an innovative solution to enhance its long-term partnership with Tealium. Merkury, Merkle’s Identity Resolution Platform, will be integrated into the Tealium Consumer Data Platform.

Merkury enables cookie-free identification for marketers by combining first-party offline records and digital engagement into a single, person-based ID with control and transparency. Powered by Merkury ID Graph which has the flexibility to add 10,000+ offline attributes, Merkury Tealium can help clients clear imported data on the platform, increase site visitor identification rates, inform better audience segments and models, and improve personalization, addressable advertising. And measurement on a scale. Tealium customers integrated with Merkury can manage their business more efficiently and without relying on third party cookies, potentially resulting in higher value business results.

“Unified customer data is an organization’s most valuable asset and its biggest competitive advantage. Tealium allows the integration of data across the entire enterprise for real-time activation using the most trusted customer data platform (CDP), ”said Matthew Gray, Global Vice President, in partnership with Teleum. “Our partnership with Merkel enables our joint clients to collect and activate data in real-time, providing the next level of experience that people want.”

Tealium and Merkle became partners in 2015, and their complementary solutions provide the ability to drive unique customer engagement and provide a valuable, personalized experience for their customers.

“Our partnerships with Tealium over the past seven years have resulted in unprecedented personalization capabilities that have helped brands measure their efforts in real-time customer engagement,” said Matt Seeley, Global Marketing Tech and Data Management Lead at Merkel. “Today’s market is changing so fast, driving consumers to higher expectations of their relationship with the brand. We look forward to continuing to grow with Tealium in its ability to keep pace with these changes and perform increasingly useful and relevant interactions. “

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