Partnerships enable us to jointly develop solutions and quickly scale people-based marketing to advertisers across the globe. Like Facebook, Atlas is a platform company – we don’t intend to build every solution advertisers need; however, we work with partners who are experts to make sure every advertiser need is fulfilled in ways that base marketing on real people, not cookies.
Today we’re announcing another round of partnerships with Mediaocean and Merkle. According to Erik Johnson, Head of Atlas, “We’re working to create possibilities for a new advertising reality. Today, people spend more time on more devices than ever before, so it is crucial for brands to understand consumer’s buying behaviors and their individual paths to conversion. Partnerships provide us with the scale to reach agencies and advertisers, and as a result real people, to truly help marketers achieve real business results.”
As a leading customer relationship management agency, our partnership with Merkle provides a significant opportunity to solve even more of their customer’s challenges and add value to their portfolios through people-based marketing. Merkle’s 25 years of experience optimizing 1st party CRM data for people-based marketing decisions as well as their media planning and buying capabilities will bring unique value to marketers on the Atlas platform. Work to migrate select Merkle clients to the Atlas platform is currently underway.
“The Atlas platform enables addressability at scale, which provides marketers the ability to target, deliver and measure customized consumer experiences to a person rather than a cookie. First party CRM data is the starting point for advanced media targeting & measurement in the Atlas platform, the Merkle Atlas partnership extends Merkle’s people-based targeting capabilities,” said Megan Pagliuca, VP & GM of Digital Media at Merkle.
We’ve heard from clients that they want best-in-class solutions for their ad serving, marketing and measurement challenges, which is why we’ve teamed up with Mediaocean. Our integration with Mediaocean’s Prisma provides a solution for clients by enhancing workflow for agencies and delivering high-level ROI across all ad servers, all while taking advantage of the benefits of people-based marketing. Clients will be able to send RFPs, accept buys, create media plans and placements in Prisma and, with a click of the mouse, send the media plan to Atlas. This integration allows for agencies to retain their current Prisma workflow while taking advantage of Atlas’ people-based marketing.
“The partnership with Atlas signals Mediaocean’s continued vision of offering the industry a central converged ecosystem; media buyers can now access, digital and innovative cross-platform measurement tools from one single platform,” said Bill Wise CEO, Mediaocean. “With multi-touch attribution one of the key industry focuses for 2015 and consumers leaving breadcrumbs of information behind across multiple channels and devices, Atlas complements Prisma’s robust campaign management solution to provide our clients with the necessary insights to create consistent and tailored end-user experiences.”
We’re thrilled to be working with Mediaocean and Merkle, as well as our other partners. We’ll continue to build on this momentum with additional partnership announcements over the coming months.