Tealium, a customer data platform (CDP), leveraged its long-standing partnership with Merke, a customer experience management platform owned by Dentsu, a global advertising and public relations company, to launch an integration with Merkury, Merkle’s identity resolution platform.
As a result of the collaboration, Tealium’s users would gain access to Merkle’s Merkury identity graph, which enables cookieless identity for marketers with the flexibility to add up to 10,000+ offline attributes of customers.
The firm claims that the integration will lead to greater efficiency for Tealium’s users without the need to rely on third-party cookies.
<ul><li> Analyst QuickTake: Tealium stands out from other CDPs in terms of the large number of integrations its platform is compatible with. The new integration with Merkle further strengthens its competitive edge in an area that is growing in importance given the impending elimination of third-party cookies from popular web browsers draws near ( scheduled to be eliminated from Google Chrome by end-2023).</ul>
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