CG Petsky Prunier Advises 4Cite Marketing, a Data Services Tech Company, on Its Sale to Merkle, Part of Dentsu Aegis Network
CG Petsky Prunier is pleased to announce that it has advised 4Cite Marketing, LLC, a leading people-based identification and data services technology company, on its sale to Merkle, a leading technology-enabled, data-driven performance marketing company and part of Dentsu Aegis Network.
Founded in 2010, 4Cite is a leading data services technology company in the e-commerce sector. 4Cite has capabilities that help retailers influence purchase activity by reaching more customers with personalized engagements. Its proprietary technology platform aggregates and distills personally identifiable actions using advanced analytics and real-time decisioning to understand when to best market to each consumer and trigger individualized content. 4Cite is also a repository of first-party consumer information captured across its clients and partner base. The resulting 4Cite Data Network enables a broader, in-depth understanding of each individual.
The acquisition of 4Cite further bolsters Merkle’s role as a leader in identity technology and expands its capabilities. 4Cite will also enable M1, Dentsu Aegis Network’s people-based insights, planning, and activation platform, to build an identity graph that delivers scale, deterministic matches, and persistent identity based on first-party cookies. 4Cite represents a unique opportunity for Merkle to obtain a growing, profitable business that will simultaneously create new identity resolution capabilities for Merkle’s marketing technology business. 4Cite’s technology reinforces Merkle’s media business, providing clients with a viable path to execute addressable media campaigns outside of walled gardens. The 4Cite acquisition plays a critical role in the future-proofing of Merkle’s platform in a world where the third-party cookie is crumbling.
The business will continue operations under the name 4Cite. All 50 of 4Cite employees, located in Albany, New York and Peterborough, New Hampshire, will join Merkle.
Merkle specializes in the delivery of unique, personalized customer experiences across platforms and devices. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based 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 9,200+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the US, EMEA, and APAC. In 2016, the agency joined the Dentsu Aegis Network.
Part of Dentsu Group, Dentsu Aegis Network is made up of ten global network brands. Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with more than 47,000 dedicated specialists.
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