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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One-Third of Marketers Will Buy a CDP This Year: Optimove Survey

May 31, 2023

Just over one-third of marketers plan to either buy a new CDP (21%) or replace an existing one (13%) this year, according to this Optimove survey. Unfortunately, it doesn’t report how many have a CDP already in place, which would put the other values in perspective. It does seem that CDPs are a relatively low priority: they rank sixth on the list of new systems and eighth on the list of systems to replace.

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