emetriq vs. MMT Mercury

emetriq, based in Hamburg, specializes in data-based online advertising and aims to help advertisers improve the performance of their programmatic online advertising. To this end, the company combines first-party and second-party data in a data pool, which currently contains around 100 million profiles. For activation, customers can either choose from existing segments or have the target group custom tailored. In addition, emetriq is supposed to enable cross-device identification of users. The company was acquired by Deutsche Telekom in 2016.