Identity Graph: Horizon Media & TransUnion to Build IDGraph

Identity Graph: Horizon Media & TransUnion to Build IDGraph

Horizon Media Identity Graph

In Identity Graph news, Matt Spiegel from TransUnion is leveraging his agency relationships to land Horizon Media.

From press release: To create better experiences for both brands and consumers, Horizon Media has partnered with TransUnion (NYSE: TRU) to expand its identity capabilities. The partnership will empower more personalized marketing execution in support of people-based marketing and client advertising initiatives.

The partnership uses TransUnion’s validated identity and robust audience attribute data sets to help build Horizon’s identity spine from the ground up, creating a common ID layer to power marketing decisions across all touchpoints. Through the partnership, Horizon bolsters its own identity infrastructure, establishing a framework for reconciling disparate data sources, deepening its client’s data-driven strategies, and enabling faster connections to deliver IDs across the digital ecosystem.

“The proliferation of digital channels has made it mandatory for marketers to understand an individual across multiple touchpoints. You can’t do this effectively without a singular, accurate view of identity,” said Matt Spiegel, executive vice president and head of the media vertical at TransUnion. “Horizon recognized that keeping pace with today’s connected consumer requires an investment in comprehensive identity. In doing so, Horizon creates a foundation to build its own proprietary, people-based solutions, and its clients can make more informed decisions about consumers, while also earning trust through increased relevancy.”

Matt Spiegel

EVP, TransUnion


The expanded identity footprint also enables Horizon to resolve individual or household identities and match, build and leverage audiences directly for its advertising clientele. As a result, Horizon’s clients can tap into this strategic data layer to execute more precise campaigns and activations with confidence.


“Consumers expect more personalized experiences from advertisers and marketers,” said Laura McElhinney, chief data officer at Horizon Media. “Our partnership with TransUnion enhances our understanding of identity across consumers and devices to serve as the underpinning for making better, more targeted decisions for our clients and smarter, future-forward solutions to serve the evolving needs of the market.”

Laura McElhinney

Chief Data Officer, Horizon Media

Identity Graph by Skydeo IDGraph enables privacy compliant people-based marketing at scale based on MAIDs(mobile IDs) linked to hashed emails (HEMs).

Please visit the TransUnion’s website for more information on TransUnion’s Identity Graph Product Suite.

About TransUnion (NYSE: TRU)
TransUnion is a global information and insights company that makes trust possible in the modern economy. We do this by providing a comprehensive picture of each person so they can be reliably and safely represented in the marketplace. As a result, businesses and consumers can transact with confidence and achieve great things. We call this Information for Good.®

A leading presence in more than 30 countries across five continents, TransUnion provides solutions that help create economic opportunity, great experiences and personal empowerment for hundreds of millions of people.

About Horizon Media
Founded in 1989, Horizon Media, Inc. is headquartered in New York, and has offices in Los Angeles and Toronto. With estimated billings of $8.7 billion and over 2,300 employees, Horizon is the second largest U.S. media agency according to COMvergence data.

Recognized as one of the world’s ten most innovative marketing and advertising companies by Fast Company, Horizon Media has been named Media Agency of the Year by MediaPost, Adweek and AdAge and is known for its highly personal approach to client service. Renowned for its culture, Horizon is also consistently named to all the prestigious annual Best Places to Work lists published by Fortune, Forbes, AdAge, Crain’s New York Business and Los Angeles Business Journal; including “Best Workplaces for Diversity,” “Best Workplaces for Women,” and “Best Workplaces for Millennials” honors.

Earning the industry’s highest honor, Bill Koenigsberg, President, CEO and Founder of Horizon Media, was inducted into the American Advertising Federation (AAF) Hall of Fame in 2019.

IDGraph Players Expand to Merkle’s Merkury

IDGraph Players Expand to Merkle’s Merkury

In IDGraph news –  Merkle, a leading technology-enabled, data-driven performance marketing company, today announced the launch of Merkury, Merkle’s identity resolution and data platform designed to power the creation of first-party, “private identity graphs” for both brands and publishers.

“Consumer privacy and the death of the third-party cookie are changing the rules for digital and cross-channel marketing,” said John Lee, president of Merkury. “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. 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.

To enhance Merkle’s pre-existing identity and data assets, Merkle recently announced the acquisition of 4Cite Marketing, whose best-in-class, first-party identity resolution capabilities will play a central role in Merkury’s private graph solution for world-class brands, including Cadillac.

“At Cadillac, we seek to become the category and market leader in data-driven, performance marketing,” said Melissa Grady, CMO, Cadillac. “In an ever-evolving and challenging environment, our partnership with Merkle has been invaluable in providing us with the additive expertise, data, and identity management technology needed to help us do this in a privacy safe way, as we move into a cookie-less world. The release of Merkury represents the next evolution of that.”

Merkury’s launch will coincide with the integration of its private identity graph capability with key technology partners, including MediaMath, Index Exchange, and SourcePoint, who will automate the industry’s first-ever programmatic trading of marketer and publisher cookie-less, private graph IDs.

“Merkury is a reference application for MediaMath’s SOURCE, a fully addressable, accountable, aligned supply chain that can activate against private identity graphs,” said Joe Zawadzki, CEO, MediaMath. “By treating Merkury identity as the first-class signal across our global supply chain, we are driving a collective effort toward enterprise-grade marketing.”

In addition, Merkury will be launching in partnership with key publishers including Meredith, Pandora, and iHeartMedia’s SmartAudio. “The market is accelerating toward a world where cookies are no longer a solution. We are aligned with Merkury’s perspective and direction on the future of private graphs powered by great partners,” said Alysia Borsa, EVP/chief business & data officer, Meredith.

Merkury will also be partnering with Xandr to power cross-screen insights in advanced TV and digital. “Merkle’s launch of Merkury speaks to a major industry challenge and opportunity to build direct connections to consumers through unique, first-party insights, in a privacy-safe way,” said Jason Brown, chief revenue officer for Xandr. “Xandr today delivers results for clients by working with Merkury to power smarter TV and digital campaigns. As demand increases for integrated cross-screen experiences across linear, addressable TV, and digital, we find ourselves in a unique position to meet buyer demand with Merkury.”

The Merkury leadership team, with John Lee at the helm as president, includes Peter Randazzo, chief technology officer, Gerry Bavaro, chief strategy officer, Eugene Becker, chief data officer, and Kelly Leger, SVP sales.