Merkle and TransUnion Partner to Enhance Audience Activation Across Connected TV
Merkle, a leading data-driven customer experience management (CXM) company, has announced its new partnership with TransUnion. Through the partnership, Merkle’s identity resolution and data platform Merkury will leverage TransUnion’s TruAudience Data Marketplace, formerly Tru Optik, to enable people-based audience activation in Connected TV (CTV).
As cord-cutting continues and streaming services gain momentum, Connected TV (CTV) has become a highly sought-after channel by marketers because of its ability to scale addressable audiences. The integration of Merkury with TruAudience Data Marketplace empowers brands to leverage first- and third-party data and reach advanced audiences across CTV campaigns. Merkury people-based audiences can now be seamlessly pushed to leading publishers and platforms leveraging the TruAudience Data Marketplace.
Recommended AI News: Tech Startup, Bank of Kicks, Plans to Launch First Crypto Bank Backed by Sneakers
“It is critical for advertisers and publishers to trust the data they are using, which is cornerstone of TransUnion,” said Michelle Swanston, VP of Customer Success and Data Marketplace at TransUnion. “By integrating Merkury and TransUnion identity, marketers and publishers are able to provide greater scale and accuracy to better engage consumers with relevant advertising.”
“As the connected TV landscape continues to scale, we are excited to partner with TransUnion to provide marketers with access to people-based advertising opportunities on emerging CTV platforms,” said Andy Fisher, head of Merkury Advanced TV, Merkle/CXM. “Through this partnership, TransUnion’s destination partners, which include dozens of premium publishers and the industry’s leading ad tech platforms, can enable data-driven campaigns for Merkury clients with faster turnaround time.”
Recommended AI News: Alibaba Cloud Unveils New Server Chips to Optimize Cloud Computing Services
[To share your insights with us, please write to sghosh@martechseries.com]
Comments are closed.