Dentsu Aegis Network bolsters first-party identity tech with 4Cite marketing acquisition

Dentsu Aegis Network is hoping to turn a corner in 2020 with the purchase of 4Cite Marketing, specialists in people-based identification and data services.

The team-up will see 4Cite folded within Merkle, the performance marketing arm of Dentsu Aegis Network, including all 50 employees but will retain the 4Cite name.

Formed in 2010 the North American firm has enjoyed success in assisting retailers to nudge purchases via personalised engagement based on proprietary technology which will now serve to further Merkle’s identity technology offer.

John Lee, chief product and data officer at Merkle, said: “Merkle is making a priority of investing heavily in first-party data technology to provide and sustain highly accurate identity solutions for our clients. The addition of 4Cite to the Merkle family will further enhance those capabilities as we position Merkle and Dentsu Aegis Network to be the authorities in people-based marketing of the future.”

Craig Dempster, president, Merkle Americas, added: “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. The 4Cite acquisition plays a critical role in the future-proofing of our platform in a world where the third-party cookie is crumbling.”

Dentsu Aegis Network endured a tumultuous 2019 which saw it restructure its business across seven global markets and slash its workforce by 3%.

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