Merkury

Merkury by Merkle is a solution designed to enable first-party, cookieless identity for marketers, media owners, and publishers. According to the vendor, Merkury allows businesses of all sizes to leverage first-party CRM data and interactions, resolve and link data to person IDs, and enhance cookieless IDs with high-quality, person-based data. This tool is aimed at marketers, media owners, and publishers across various industries, providing them with the means to deliver personalized experiences, target specific audiences, and measure performance at the person level.

Key Features

Identity: Merkury by Merkle utilizes PII-based person IDs to cover all US consumers and households. According to the vendor, this feature enables cross-channel targeting, personalization, and measurement by leveraging first-party CRM data and interactions.

Data: Merkury combines third-party data sources with first-party CRM and digital data to resolve and link data to person IDs. The vendor claims that this comprehensive data integration enhances cookieless IDs with high-quality, person-based data.

Connections: Merkury creates person ID graph connections and provides an intuitive interface for audience creation, addressable sizing, and audience delivery. According to the vendor, this feature supports media owners, publishers, ad-tech, and martech platforms.

Clean Room: Merkury offers a privacy-safe analytics environment and tools to securely key and re-key data to person IDs. The vendor states that this feature supports cross-channel insights, segmentation, and modeling while maintaining data privacy.

Clean and Link Offline and Digital Records: Merkury resolves offline and online identity to a single person-based master ID, facilitating data hygiene, personalization, targeting, and measurement use cases across databases, data lakes, and technology platforms.

Turn Anonymous Engagements into Cookieless IDs: According to the vendor, this feature enables Merkury to convert anonymous site, media, and email engagements into person-based IDs of consumers. It aims to facilitate personalized experiences and effective cross-channel targeting.

Enhance Cookieless IDs with High-Quality Data: Merkury enriches cookieless IDs with comprehensive data attributes, enabling person-based insights, segments, and modeling for improved marketing strategies, as claimed by the vendor.

Deliver Personalized, Cross-Channel Experiences: Merkury empowers businesses to deliver personalized experiences across media, site, service, and more. The vendor states that this feature supports personalized targeting and messaging, enhancing customer engagement and satisfaction.

Measure at the Person Level for Improved Attribution: Merkury allows businesses to measure performance at the person level, enabling better attribution analysis and privacy-safe closed-loop analysis, according to the vendor.

Enable Customized Call Center Scripts: According to the vendor, this feature supports customized call center scripts based on previous audience model scores or behaviors, enabling personalized interactions with customers and enhancing customer service.