Merkle to Adopt Google's DoubleClick
Merkle has reached an agreement with Google to adopt the full suite of DoubleClick's marketing solutions.
As part of the agreement, Merkle will be one of the first agencies to use DoubleClick's cross-device measurement, which was unveiled by Google at the June 17 DoubleClick Leadership Summit. DoubleClick's cross-device measurement enables Merkle to measure conversions.
"Our deal with DoubleClick presents a tremendous opportunity by providing best-in-class ad-serving technology to our clients," said John Lee, executive vice president and chief strategy officer at Merkle, in a statement. "As Google continues to introduce new features like cross-device measurement, Merkle will continue to innovate around our people-based approach to creating an addressable customer experience. The new solution helps to validate to our clients that when users are served an advertisement on one device, activity extends across other devices and provides better quantitative information on the impact of digital advertising. On average, we are seeing a 13% lift in cross-device behavioral activity."
"Agencies today want to provide their clients with a holistic view of the customer, and that's exactly what we're looking to provide across DoubleClick's integrated solutions," said Sean Downey, vice president of media platforms at Google, in a statement. "We're thrilled that Merkle has not only adopted the DoubleClick stack, but also is one of the first agencies to sign-on to cross-device measurement, empowering them to provide their clients with deeper insights into how campaigns are driving results across screens."
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