Dentsu and Merkle, dentsu international’s customer experience management (CXM) service line, announced it has completed the integration of Merkury, its identity resolution and data platform, into the Salesforce Customer Data Platform (CDP). Brands using Salesforce CDP will now be able to capture, unify, and activate their customer data across all channels without reliance on third-party cookies.

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“As recent industry news affirms, the impending deprecation of third-party cookies is a certainty, and brands must transform in order to deliver privacy-safe and real-time customer experience,” said John Lee, corporate chief strategy officer, Merkle/CXM. “Delivering personalized experiences is only possible by understanding who customers are, recognizing what’s important to them, and by interacting with them in real time. The integration of Merkury’s identity resolution capabilities with Salesforce CDP empowers brands to transform cross-channel experiences.”

The integration is a powerful combination of Salesforce CDP’s capabilities unifying an organization’s first-party data with Merkury’s ability to grow an organization’s universe of first-party customer data and identify individual customers as they engage across channels. Merkury will enable clients to enrich their person-based customer profiles for segmentation and cookieless media connections. The integrations is available immediately within the US.

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“Merkury’s integration with Salesforce CDP will enhance and accelerate the growth of first-party customer data, allowing enterprise brands to expand insights, cross-channel personalization, and addressable media targeting opportunities in an environment that protects the privacy of the consumer,” said Chris O’Hara, VP of Product Marketing at Salesforce.

“Brands need an agency that can help them meet evolving consumer demands in a privacy-safe and real-time way. They need a partner that offers identity solutions to support all facets of marketing, enables and coordinates second-party data relationships, and provides data ethics and diversity, equity, and inclusion guidance,” said Jacki Kelley, chief executive officer, Americas, dentsu. “Merkle was recently recognized by Forrester Research as a leader as well as for its ability help marketers transcend into a future without cookies.”