Ad tech executives reacted to Monday’s news that Japanese holding company Dentsu Aegis Network acquired a majority stake in Merkle, a CRM and performance marketing agency. Columbia, Md.-based Merkle is one of the largest independent digital agencies. While the terms of the deal weren’t disclosed, Merkle has more than 2,900 employees and reported $436 million in revenues in 2015 — a 14% increase over 2014.
Merkle is likely to give Dentsu Aegis a shot in the arm where data is concerned, in addition to addressable and real-time advertising and marketing functions. The deal also increases Dentsu Aegis’s U.S. presence, where Merkle has 16 offices. Merkle has 650 clients globally.
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