The challenge

As third-party cookies disappear, brands are left flying blind. Understanding real people not just devices has become one of marketing's biggest challenges. Telkom, like many, needed a way to rebuild its customer intelligence while respecting privacy from the ground up.

The idea

Enter Merkury: a privacy-first identity solution that flips the data model. Instead of tracking people across the internet, it empowers brands to know their own customers better using only consented, first-party data to create a clear, connected view.

The execution

In partnership with Telkom, we helped activate Merkury at scale. Thier existing data was unified and enriched, transforming disconnected signals into meaningful insights. Now, Telkom can recognise and reach real individuals across channels all while staying fully compliant and future-ready.

The result

• 400%+ increase in addressable reach - reactivating lost reach

• 90%+ identity match rates - driving deeper understanding at scale

• A blueprint for customer-centric, privacy-safe marketing - already delivering results for Telkom