Browsing Tag

Cadillac

Merkle Strengthens Position As Identity Technology Leader with Launch of Merkury Identity Resolution Platform

Acquires 4Cite Marketing to double down on first-party identity technology Merkle, a leading technology-enabled, data-driven performance marketing company, announced the launch of Merkury, Merkle’s identity resolution and data platform designed to power the creation of first-party, “private identity graphs” for both brands and publishers. “Consumer privacy and the death of the third-party cookie are changing the rules for digital and cross-channel marketing,” said John Lee, president of Merkury. “Going forward, both…

I-COM, Industry Leaders Define Value of Multi-Touch Attribution

I-COM, Flashtalking and Cadillac Collaborate to Deliver a White Paper Examining the Business Case and Value of Multi-Touch Attribution (MTA) The paper covers a number of key topics including the meaning of attribution and how it should be approached if it is to offer long term value. The paper also explores the need for organisational change if MTA is to be truly successful, whilst discussing perceived budgetary and cost issues in its use. When compared to older bad attribution models the paper shows how MTA can add…