diff --git a/plan/conflict.go b/plan/conflict.go
index bf153dcfc..bdff1c914 100644
--- a/plan/conflict.go
+++ b/plan/conflict.go
@@ -59,7 +59,8 @@ func (s PerResource) ResolveUpdate(current *endpoint.Endpoint, candidates []*end
 	})
 	for _, ep := range candidates {
 		if ep.Labels[endpoint.ResourceLabelKey] == currentResource {
-			return ep
+			m := resolveMerger(ep)
+			return m.Merge(ep, current)
 		}
 	}
 	return s.ResolveCreate(candidates)
diff --git a/plan/merger.go b/plan/merger.go
new file mode 100644
index 000000000..a207801c9
--- /dev/null
+++ b/plan/merger.go
@@ -0,0 +1,55 @@
+package plan
+
+import "sigs.k8s.io/external-dns/endpoint"
+
+const (
+	mergerKey    string = "merge-strategy"
+	mergeTargets string = "merge-targets"
+)
+
+// EndpointMerger defines how fields from Candidate and Current endpoints
+// are merged into the resulting endpoint. For example, targets belonging
+// to different owners can be merged into a single list of targets.
+// The merger implementation can be selected using the mergerKey
+// label on the DNSEndpoint resource.
+type EndpointMerger interface {
+	Merge(candidate *endpoint.Endpoint, current *endpoint.Endpoint) *endpoint.Endpoint
+}
+
+// resolveMerger returns an EndpointMerger based on the labels of the candidate endpoint.
+// if merger is unknown or not set, it returns a default merger.
+func resolveMerger(candidate *endpoint.Endpoint) EndpointMerger {
+	switch candidate.Labels[mergerKey] {
+	case mergeTargets:
+		return &TargetMerger{}
+	}
+	return &DefaulMerger{}
+}
+
+type DefaulMerger struct {
+}
+
+type TargetMerger struct {
+}
+
+// Merge default returns the candidate endpoint as is.
+func (d DefaulMerger) Merge(candidate *endpoint.Endpoint, _ *endpoint.Endpoint) *endpoint.Endpoint {
+	return candidate
+}
+
+// Merge combines targets from both candidate and current endpoints into the candidate endpoint.
+// Function doesn't preserve order
+func (t TargetMerger) Merge(candidate *endpoint.Endpoint, current *endpoint.Endpoint) *endpoint.Endpoint {
+	m := map[string]bool{}
+	for _, v := range current.Targets {
+		m[v] = true
+	}
+	for _, v := range candidate.Targets {
+		m[v] = true
+	}
+	candidate.Targets = endpoint.Targets{}
+	for k, _ := range m {
+		candidate.Targets = append(candidate.Targets, k)
+	}
+	return candidate
+}
diff --git a/plan/merget_test.go b/plan/merget_test.go
new file mode 100644
index 000000000..b504bdecd
--- /dev/null
+++ b/plan/merget_test.go
@@ -0,0 +1,211 @@
+package plan
+
+import (
+	"github.com/stretchr/testify/assert"
+	"reflect"
+	"sigs.k8s.io/external-dns/endpoint"
+	"testing"
+)
+
+func TestTargetMerge(t *testing.T) {
+
+	var get = func(targets []string) *endpoint.Endpoint {
+		return &endpoint.Endpoint{
+			DNSName:    "example.com",
+			RecordType: "A",
+			RecordTTL:  30,
+			Labels:     map[string]string{mergerKey: mergeTargets},
+			Targets:    targets,
+		}
+	}
+
+	var tests = []struct {
+		name      string
+		candidate *endpoint.Endpoint
+		current   *endpoint.Endpoint
+		expected  *endpoint.Endpoint
+	}{
+		{
+			name:      "candidate and current has different A targets",
+			candidate: get([]string{"10.0.20.1", "10.0.20.2"}),
+			current:   get([]string{"10.0.22.3", "10.0.22.4"}),
+			expected: &endpoint.Endpoint{
+				DNSName:    "example.com",
+				RecordType: "A",
+				RecordTTL:  30,
+				Labels:     map[string]string{mergerKey: mergeTargets},
+				Targets: endpoint.Targets{
+					"10.0.20.1",
+					"10.0.20.2",
+					"10.0.22.3",
+					"10.0.22.4",
+				},
+			},
+		},
+		{
+			name:      "candidate empty and current A targets",
+			candidate: get([]string{}),
+			current:   get([]string{"10.0.22.3", "10.0.22.4"}),
+			expected: &endpoint.Endpoint{
+				DNSName:    "example.com",
+				RecordType: "A",
+				RecordTTL:  30,
+				Labels:     map[string]string{mergerKey: mergeTargets},
+				Targets: endpoint.Targets{
+					"10.0.22.3",
+					"10.0.22.4",
+				},
+			},
+		},
+		{
+			name:      "candidate A targets and current empty",
+			candidate: get([]string{"10.0.20.1", "10.0.20.2"}),
+			current:   get([]string{}),
+			expected: &endpoint.Endpoint{
+				DNSName:    "example.com",
+				RecordType: "A",
+				RecordTTL:  30,
+				Labels:     map[string]string{mergerKey: mergeTargets},
+				Targets: endpoint.Targets{
+					"10.0.20.1",
+					"10.0.20.2",
+				},
+			},
+		},
+		{
+			name:      "candidate empty and current empty",
+			candidate: get([]string{}),
+			current:   get([]string{}),
+			expected: &endpoint.Endpoint{
+				DNSName:    "example.com",
+				RecordType: "A",
+				RecordTTL:  30,
+				Labels:     map[string]string{mergerKey: mergeTargets},
+				Targets:    endpoint.Targets{},
+			},
+		},
+	}
+
+	for _, test := range tests {
+		t.Run(test.name, func(t *testing.T) {
+			merger := &TargetMerger{}
+			candidate := merger.Merge(test.candidate, test.current)
+			assert.True(t, compareTargetsForMerger(test.expected, candidate))
+		})
+	}
+
+}
+
+func TestDefaultMerge(t *testing.T) {
+	var get = func(targets []string) *endpoint.Endpoint {
+		return &endpoint.Endpoint{
+			DNSName:    "example.com",
+			RecordType: "A",
+			RecordTTL:  30,
+			Labels:     map[string]string{},
+			Targets:    targets,
+		}
+	}
+
+	var tests = []struct {
+		name      string
+		candidate *endpoint.Endpoint
+		current   *endpoint.Endpoint
+		expected  *endpoint.Endpoint
+	}{
+		{
+			name:      "candidate empty and current empty",
+			candidate: get([]string{}),
+			current:   get([]string{}),
+			expected:  get([]string{}),
+		},
+		{
+			name:      "candidate A records and current empty",
+			candidate: get([]string{"10.0.0.1", "10.0.0.2"}),
+			current:   get([]string{}),
+			expected:  get([]string{"10.0.0.1", "10.0.0.2"}),
+		},
+		{
+			name:      "candidate empty and current A records",
+			candidate: get([]string{}),
+			current:   get([]string{"10.0.20.1", "10.0.20.0"}),
+			expected:  get([]string{}),
+		},
+		{
+			name:      "candidate and current A records",
+			candidate: get([]string{"10.0.0.1", "10.0.0.2"}),
+			current:   get([]string{"10.0.20.1", "10.0.20.0"}),
+			expected:  get([]string{"10.0.0.1", "10.0.0.2"}),
+		},
+	}
+
+	for _, test := range tests {
+		t.Run(test.name, func(t *testing.T) {
+			merger := &DefaulMerger{}
+			candidate := merger.Merge(test.candidate, test.current)
+			assert.True(t, compareTargetsForMerger(test.expected, candidate))
+		})
+	}
+
+}
+
+func TestResolveMerger(t *testing.T) {
+
+	var tests = []struct {
+		name     string
+		labels   map[string]string
+		expected EndpointMerger
+	}{
+		{
+			name:     mergeTargets,
+			labels:   map[string]string{mergerKey: mergeTargets},
+			expected: &TargetMerger{},
+		},
+		{
+			name:     "unknown merger",
+			labels:   map[string]string{mergerKey: "unknown"},
+			expected: &DefaulMerger{},
+		},
+		{
+			name:     "merger not set",
+			labels:   map[string]string{"foo": "blah"},
+			expected: &DefaulMerger{},
+		},
+		{
+			name:     "nil labels",
+			labels:   nil,
+			expected: &DefaulMerger{},
+		},
+	}
+
+	for _, test := range tests {
+		t.Run(test.name, func(t *testing.T) {
+			candidate := &endpoint.Endpoint{
+				Labels: test.labels,
+			}
+			m := resolveMerger(candidate)
+			if reflect.TypeOf(m) != reflect.TypeOf(test.expected) {
+				t.Errorf("expected %T, got %T", test.expected, m)
+			}
+		})
+	}
+}
+
+// compare targets for Merger strategy
+func compareTargetsForMerger(expected, actual *endpoint.Endpoint) bool {
+	m := map[string]bool{}
+	for _, v := range expected.Targets {
+		m[v] = true
+	}
+	for _, v := range actual.Targets {
+		if _, ok := m[v]; !ok {
+			m[v] = false
+		}
+	}
+	for _, v := range m {
+		if !v {
+			return false
+		}
+	}
+	return true
+}