Merkle Offers Entry-Level Unified Customer View

Database marketing agency Merkle has launched an “entry-level data management offering” that integrates multiple data sources and makes the results available for analysis. The company stresses that Rapid Audience Layer falls short of a full-scale customer database. It does data hygiene and identity resolution to build a unified customer view but is limited to structured inputs and analytical reporting.

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Blockchain-Based Method Reduced Ad Fraud in Test: Lucidity Study

February 18, 2019

In-app programmatic advertising is substantially more prone to fraud and wasted impressions than Web-based ads. This according to a study from Lucidity, which uses a blockchain-based technique to verify ad metrics. While 96% of Web impressions were confirmed by all members of the ad supply chain, just 65% of in-app ads were. Non-confirmed impressions are likely to be fraudulent or wasted. Confirmation rates improved substantially when placements were optimized to avoid discrepancies, which implies (but doesn’t prove) that performance improved as well.

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Most Marketers Say They’re Using the Metaverse and It’s Great: Qualtrics Report

July 5, 2022

Will the metaverse rescue marketers from the loss of third-party cookies and device tracking?  Perhaps you scoff the metaverse doesn’t actually exist.  That didn’t prevent 74% of marketers telling Qualtrics they were already advertising in it and 59% of that group saying it’s their most successful channel.  Pioneering?  Optimistic? Delusional?  Take your pick.

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