Consumer privacy and the death of the third-party cookie are changing the rules for digital and cross-channel marketing. Going forward, both marketers and publishers will begin with their first-party relationships to create owned, private identity graphs that generate addressability while maintaining their own intellectual property. These brands will be able to network their private graphs with partners and publishers in a way that increases addressability for all in a privacy-safe way. To solve this need, Dentsu Commerce offers Merkury. Merkury’s mission is to serve as a neutral technology enabler of the private graph, supporting seamless interoperability between brands, publishers, and technology platforms.
Through this integration of existing and acquired capabilities, Merkury provides clients with a complete identity and data platform, including identity resolution, third-party data, marketing technology integrations, and data privacy clean rooms. These components will be highly customizable to each client’s needs and can be managed and hosted internally by clients. Merkury will be operated as an independent, neutral entity open to serving the entirety of the marketer, media owner, and technology ecosystem, irrespective of agency relationships.