February 1, 2016

Merkle Partners with Tapad

Merkle, a performance marketing agency, has entered into astrategic partnership with Tapad, a marketing technology firm offering unified, cross-device solutions. Leveraging Tapad's Device Graph for cross-device identification, Merkle will help its clients reach their end users' devices and conduct performance marketing .

Tapad's Device Graph uses a combined data approach, leveraging both probabilistic and deterministic data modeling. By leveraging Tapad’s Device Graph, Merkle can now anonymously identify related devices. This enables the performance of device analytics and audience segmentation, as well as the delivery of relevant messaging across all platforms and devices.

"We're excited to incorporate the breadth and accuracy of Tapad's Device Graph to our MerkleONE product suite," said Matthew Schultz, vice president of product at Merkle, in a statement. "By partnering with Tapad, we can extend our proprietary Connected Recognition technology to connect to both known and anonymous customers on specific devices, be it a phone, tablet, desktop, or television."
"Merkle is known for consistently delivering optimal solutions for their customers. We're proud to partner with them to add our proprietary cross-screen technology to their suite of services," said Are Traasdahl, Tapad's CEO and founder, in a statement.