Dentsu acquires 4Cite Marketing

Dentsu last month acquired 4Cite Marketing, a people-based identification and data services technology company. 4Cite will join Merkle.

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

4Cite helps retailers with a platform that aggregates and distills personally identifiable actions using analytics and real-time decisioning to understand when to best market to each consumer and trigger individualized content.

4Cite, founded in 2010, has 50 employees, located in Albany, N.Y. and Peterborough, New Hampshire. All will join Merkle. According to Dentsu, the business will continue operations under the name 4Cite.