Merkle Launches Publisher Addressable Marketplaces
Merkle, a performance marketing agency, has launched Publisher Addressable Marketplaces (PAM), a premium programmatic advertising solution that enables deterministic, people-based targeting and measurement across premium publisher audiences and inventory.
Publisher Addressable Marketplaces is a consortium of publishers that have created access to their known audiences and premium content, powered by Merkle]s data, analytics, universal ID, and platform, and made available to advertisers and agencies. PAM facilitates the direct match of advertisers' de-identified first-party, customer, and prospect data with publishers' known subscriber and logged-in user data, in conjunction with Merkle's DataSource database, which covers more than 90 percent of U.S. consumers and more than 1,000 attributes. This creates CRM-based audiences that can be targeted on a cookie-less, one-to-one basis, with ads across publishers in mobile and desktop. PAM allows for publisher placement-level planning, targeting, and reporting in a privacy-safe environment. It offers fraud-free, above-the-fold placement with both guaranteed and non-guaranteed audience buys across multiple premium publishers. PAM is a fully integrated solution powered by a combination of Merkle's CRM data onboarding and analytics and Sonobi's JetStream platform that is open to both advertisers and agencies.
"We're excited to partner with Merkle to provide the essential technology that will power PAM and extend Merkle's value proposition to both publishers and advertisers," Sonobi's president, Anthony Katsur, said in a statement.
"With PAM, we are expanding the number of viable options available to the advertiser for truly people-based media that delivers scalability across leading publishers. This offering supports the movement in the programmatic industry away from tonnage and CPM efficiencies toward quality, in a way that is a win for advertisers and publishers alike," said John Lee, executive vice president and chief strategy officer at Merkle, in a statement.
The initial launch of Publisher Addressable Marketplaces will include premium publishers like Pandora and Trusted Media Brands as well as ad platforms like Viant and LiveIntent.
"With nearly 80 million active listeners persistently logged-in, we observe over 1 billion data points of real people every day," said David Smith, vice president of monetization and yield at Pandora, in a statement. "We combine our rich first-, second-, and third-party data to deliver highly engaged target audiences. We're always looking for new ways for brands to leverage their own data on Pandora, and partnering with Merkle is our latest move to empower advertisers to find their customers in a mobile world at incredible scale."
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