© 2017 Merkle. All Rights Reserved. Confidential5
Imperatives Overview
The Activation of People-Based Marketing
1 2 3Imperative 1
Make your advertising
more addressable
Imperative 2 Make your
experiences more
personal
Imperative 3 Manage your
customer relationships
over time
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Imperative 1 Make your advertising more addressable
The term “addressable” is defined as “capable of being reached by an address; the place or the name of the place where
a person, organization, or the like is located or may be reached.”
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Let’s talk about fidelity
Index/Panel-based Cookies-based Addressable
People-based Addressable
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Marketers need high-fidelity audiences
• Individual, 100% coverage
• Based on personally identifiable information (PII)
• Persistent across channels
• Persistent across devices
“ What marketers need in order to truly transform their advertising is improved fidelity. High fidelity is best achieved when you understand and reach real people, not proxies.”
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It’s time to move beyond the proxy
Known Audiences
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Publishers and media companies are modernizing
Facebook introduces Custom Audience’s, coins ‘People-based Marketing’
Feb. 2013
Google joins the party with Customer Match
Sept. 2015
Twitter announces Tailored Audiences
Dec. 2013 June 2016
Pinterest announces ’Customer list targeting’
April. 2017
AOL matches all deterministic IDs via MerkleONE
Oct. 2015
First addressable marketer powered by MerkleONE
Oct. 2017
SnapChat opens its API for CRM data matching
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What’s old is new again
Name & Address Person ID
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How do we do addressable advertising?
ATS™
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Activate and your extend high-fidelity audiences
Low Viewability | Limited Premium Inventory
| Fraud |
Guaranteed, Verified Viewability | Premium
Cookies People
Low-fidelity High-fidelity
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Evaluate your organization’s readiness for people-based marketing
Assess your organization's readiness for people-based marketing by taking our 5-minute assessment where you will gain immediate insight and have access to an expert who can dive deeper into your results and identify strengths, weaknesses and next steps for your organization.
Visit http://www2.merkleinc.com/PBMimperatives
to take the readiness assessment!
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More on the 2017 Marketing Imperatives
Watch the Imperative #2: Make Your Experiences More Personal Webinar
Watch the Imperative #3: Manage Your Customer Relationships Over Time Webinar
Download the 2017 Marketing Imperatives ebook
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