The network bought Media Storm from its founders, Craig Woerz and Tim Williams, as well as private equity firm TZP Group.

After the deal, Media Storm and its use of audience decision science will be combined with Dentsu Aegis Network’s tech and data marketing agency Merkle’s people-based marketing approach.

The company said Media Storm’s track record in both digital and traditional channels within the media, entertainment, and retail sectors will strengthen Merkle’s media solutions in several areas including tune-in and over-the-top (OTT) media services.

In addition, combing Media Storm’s hyper-local, multi-channel retail approach and Merkle’s digital performance media and CRM will offer new opportunities for Merkle’s retail clients.

Craig Woerz, managing partner and co-founder of Media Storm, said: "There are very few companies that make perfect sense to unite with, and Merkle is that agency. The power of our combined agencies is unmatched in the industry. We both do what we say and deliver on our promise to clients. I couldn't be more inspired to elevate data-led innovation in accountable media as a part of the Merkle family."

All of Media Storm’s 167 employees will move to Merkle and Woerz will remain Media Storm’s managing partner, reporting to Patrick Hounsell, executive vice-president, media services at Merkle.

Craig Dempster, president, Merkle Americas added: “The acquisition of Media Storm supports Merkle’s long-term strategic plan to use first-party data to inform and drive marketing across all media channels.”

This is the third acquisition this year for Merkle.