{"id":775,"date":"2021-10-14T07:00:16","date_gmt":"2021-10-14T07:00:16","guid":{"rendered":"http:\/\/v2.openx.local\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/"},"modified":"2022-03-18T03:21:25","modified_gmt":"2022-03-18T03:21:25","slug":"openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision","status":"publish","type":"press-releases","link":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/","title":{"rendered":"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision"},"content":{"rendered":"\n<h6 class=\"wp-block-heading\">OpenAudience, the OpenX data and identity solution, enables Merkury clients to reach audience segments across premium omnichannel supply with speed, scale, and precision<\/h6>\n\n\n\n<p><strong>LOS ANGELES, October 14, 2021 \u2013<\/strong>OpenX, a leading global omnichannel exchange, today announced it has partnered with Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company, to enable seamless audience activation across the open web for any audience built with Merkle\u2019s proprietary identity solution, Merkury. To achieve this, OpenX mapped the Merkury ID to its own OpenAudience identity graph, matching the identity solution to all of OpenX\u2019s publisher inventory across display, mobile, and connected TV.<\/p>\n\n\n\n<p>OpenX is fully integrated into the Merkury buyer interface, and the integrated solution provides increased reach to advertisers, with access to over 170 million IDs to find their audience segments among this scaled group of consumers across the entire OpenX exchange.&nbsp;<\/p>\n\n\n\n<p>To execute a campaign, marketers select the specific publishers on which they want their ads to run [either a single publisher or a multi-publisher private marketplace (PMP)], set up different line items with different levels of targeting, and then generate a single Deal ID that can be executed through their DSP of choice. Deal IDs can be generated in minutes, and all campaigns are run without any disruption to the traditional programmatic workflow.<\/p>\n\n\n\n<p>Ben &amp; Jerry\u2019s was the first advertiser to test the new integration, setting up a campaign to reach their audience of in-market ice cream consumer prospects. The video campaign ran across a multi-publisher PMP on desktop, mobile web, and mobile app \u2013 providing Ben &amp; Jerry\u2019s scalability, ease of deal management, and transparent reporting. \u200b&nbsp;<\/p>\n\n\n\n<p>\u201cMarketers are increasingly investing resources into building audiences through solutions like Merkury, but creating the audience is only half the battle,\u201d said Brian Murphy, SVP of Buyer Development at OpenX. \u201cThey also need to be able to match and activate their audiences at scale, and they need an easy and efficient way to do it. Creating PMPs for every publisher is simply too time intensive and inefficient.\u201d<\/p>\n\n\n\n<p>Added Murphy: \u201cWe have spent the past few years architecting our technology to make audience activation as turnkey as possible, and with our combination of scale, ease of use, and high match rates, we\u2019re now confident that OpenX is the single best supply side partner for any marketer.\u201d<\/p>\n\n\n\n<p>\u201cWe are always looking for ways to improve ease of activation, and our partnership with OpenX provides a new way for our clients to run on multiple premium publishers in a single Deal ID across devices and with increased precision,\u201d said Gerry Bavaro, chief strategy officer, Merkury, at Merkle.<\/p>\n\n\n\n<p>As a part of the larger partnership between OpenX and Merkle, the two companies are speaking together on a panel at <a href=\"https:\/\/newyork.advertisingweek.com\/aw\/schedule\/session\/-195-2021-10-18-1100-openx\">Advertising Week New York<\/a>, on Monday, October 18, 2021, at 11am ET. Titled \u201cAddressability + Scale: A conversation with Merkle\u201d the panel will feature senior executives from both companies discussing how they are working together, examples of marketers successfully activating 1P data today, what challenges still need to be overcome and much more. For more information visit: <a href=\"https:\/\/advertisingweek.com\/event\/awnewyork2021\">https:\/\/advertisingweek.com\/event\/awnewyork2021<\/a>&nbsp;<\/p>\n\n\n\n<p>###<\/p>\n\n\n\n<p><strong>About OpenX<\/strong>&nbsp;<\/p>\n\n\n\n<p>OpenX is a pioneering leader in advertising technology, helping create a world where the open web thrives. The company powers people-based marketing on the open web by enabling&nbsp;marketers to reach their target audience across OpenX\u2019s global network of publishers. OpenX works with more than 30,000 advertisers across every screen and device, reaching nearly one billion consumers \u2013 including a quarter billion unique consumers in the US \u2013 and processing more than one trillion transactions globally each day.<\/p>\n\n\n\n<p><strong>About Merkle<\/strong>&nbsp;<\/p>\n\n\n\n<p>Merkle is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company\u2019s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 12,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.<\/p>\n","protected":false},"author":2,"featured_media":1827,"template":"","meta":{"_acf_changed":false},"categories":[],"tags":[],"class_list":["post-775","press-releases","type-press-releases","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision\" \/>\n<meta property=\"og:description\" content=\"OpenAudience, the OpenX data and identity solution, enables Merkury clients to reach audience segments across premium omnichannel supply with speed, scale, and precision LOS ANGELES, October 14, 2021 \u2013OpenX, a leading global omnichannel exchange, today announced it has partnered with Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company, to enable seamless audience activation [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/\" \/>\n<meta property=\"og:site_name\" content=\"OpenX\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OpenX\/\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-18T03:21:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/corp-www.prod.gcp.openx.org\/wp-content\/uploads\/2021\/10\/logo-merkle.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@OpenX\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/\",\"url\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/\",\"name\":\"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/logo-merkle.png\",\"datePublished\":\"2021-10-14T07:00:16+00:00\",\"dateModified\":\"2022-03-18T03:21:25+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/#primaryimage\",\"url\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/logo-merkle.png\",\"contentUrl\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/wp-content\\\/uploads\\\/2021\\\/10\\\/logo-merkle.png\",\"width\":1200,\"height\":628},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Press Releases\",\"item\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/press-releases\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/#website\",\"url\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/\",\"name\":\"OpenX\",\"description\":\"Industry-leading technology, premium service, and huge scale make us the world&#039;s most dynamic exchange for data and identity \u2014 whether cookies are here or not.\",\"publisher\":{\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/#organization\",\"name\":\"OpenX\",\"url\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.openx.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/logo-openx-696x696-4.png\",\"contentUrl\":\"https:\\\/\\\/www.openx.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/logo-openx-696x696-4.png\",\"width\":696,\"height\":696,\"caption\":\"OpenX\"},\"image\":{\"@id\":\"https:\\\/\\\/corp-www.prod.gcp.openx.org\\\/en-gb\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/OpenX\\\/\",\"https:\\\/\\\/x.com\\\/OpenX\",\"https:\\\/\\\/www.instagram.com\\\/openxlife\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/openx\\\/\"],\"description\":\"OpenX is the most dynamic independent supply-side platform and delivers a fair and transparent value exchange between publishers and advertisers to help power the open web.\",\"telephone\":\"+1-626-466-1141\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/","og_locale":"en_GB","og_type":"article","og_title":"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision","og_description":"OpenAudience, the OpenX data and identity solution, enables Merkury clients to reach audience segments across premium omnichannel supply with speed, scale, and precision LOS ANGELES, October 14, 2021 \u2013OpenX, a leading global omnichannel exchange, today announced it has partnered with Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company, to enable seamless audience activation [&hellip;]","og_url":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/","og_site_name":"OpenX","article_publisher":"https:\/\/www.facebook.com\/OpenX\/","article_modified_time":"2022-03-18T03:21:25+00:00","og_image":[{"width":1200,"height":628,"url":"https:\/\/corp-www.prod.gcp.openx.org\/wp-content\/uploads\/2021\/10\/logo-merkle.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@OpenX","twitter_misc":{"Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/","url":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/","name":"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision","isPartOf":{"@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/#website"},"primaryImageOfPage":{"@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/#primaryimage"},"image":{"@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/#primaryimage"},"thumbnailUrl":"https:\/\/corp-www.prod.gcp.openx.org\/wp-content\/uploads\/2021\/10\/logo-merkle.png","datePublished":"2021-10-14T07:00:16+00:00","dateModified":"2022-03-18T03:21:25+00:00","breadcrumb":{"@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/#primaryimage","url":"https:\/\/corp-www.prod.gcp.openx.org\/wp-content\/uploads\/2021\/10\/logo-merkle.png","contentUrl":"https:\/\/corp-www.prod.gcp.openx.org\/wp-content\/uploads\/2021\/10\/logo-merkle.png","width":1200,"height":628},{"@type":"BreadcrumbList","@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/openx-and-merkle-partner-to-create-new-path-to-activate-audiences-across-the-open-web-with-speed-scale-and-precision\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/"},{"@type":"ListItem","position":2,"name":"Press Releases","item":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/press-releases\/"},{"@type":"ListItem","position":3,"name":"OpenX and Merkle Partner to Create New Path to Activate Audiences Across the Open Web with Speed, Scale, and Precision"}]},{"@type":"WebSite","@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/#website","url":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/","name":"OpenX","description":"Industry-leading technology, premium service, and huge scale make us the world&#039;s most dynamic exchange for data and identity \u2014 whether cookies are here or not.","publisher":{"@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/#organization","name":"OpenX","url":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/#\/schema\/logo\/image\/","url":"https:\/\/www.openx.com\/wp-content\/uploads\/2024\/07\/logo-openx-696x696-4.png","contentUrl":"https:\/\/www.openx.com\/wp-content\/uploads\/2024\/07\/logo-openx-696x696-4.png","width":696,"height":696,"caption":"OpenX"},"image":{"@id":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/OpenX\/","https:\/\/x.com\/OpenX","https:\/\/www.instagram.com\/openxlife\/","https:\/\/www.linkedin.com\/company\/openx\/"],"description":"OpenX is the most dynamic independent supply-side platform and delivers a fair and transparent value exchange between publishers and advertisers to help power the open web.","telephone":"+1-626-466-1141"}]}},"_links":{"self":[{"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/press-releases\/775","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/press-releases"}],"about":[{"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/types\/press-releases"}],"author":[{"embeddable":true,"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/users\/2"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/media\/1827"}],"wp:attachment":[{"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/media?parent=775"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/categories?post=775"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/corp-www.prod.gcp.openx.org\/en-gb\/wp-json\/wp\/v2\/tags?post=775"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}