Google Taps Merkle as Partner for Customer Match Launch

Merkle, a performance marketing agency, has partnered with Google on its Customer Match Uploader (CMU) service.

Merkle worked with its client, Wine Enthusiast, to granularly target known customers and further segment audience characteristic and performance data. Customer Match audiences produced higher ROI, click-through-rate (CTR), and conversion rate than standard text ads for the client.

The launch of Google's latest product, Customer Match Uploader, enables Merkle to upload pre-hashed Customer Match first-party data files to a secure, authorized API. Google can then proceed with the standard Customer Match audience creation process and deposit the resulting audience in the company's Adwords account.

"With our strong heritage in data, Merkle is the perfect match for partnering with Google for the launch of the Customer Match Uploader," said Ryan Gibson, head of search engine marketing at Merkle, in a statement. "This unique product allows us to provide greater value to our clients and allow them to reach their individual audiences securely and seamlessly. We look forward to our continued partnership with Google."

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