Groundbreaking end-to-end offering enables
addressable media experiences, AI-powered intelligent media
allocations and optimizations that drive more cost-effective
outcomes, all in a single integrated platform for dentsu's media
clients across Carat, dentsu X and iProspect
NEW
YORK, March 28, 2024 /PRNewswire/ -- Dentsu
announced today the official launch of Merkury for Media, the
network's latest offering within its unrivaled global data,
identity, and insights platform, Merkury. The new product is the
only one live in-market today where every dollar of media is placed
using first-party people data optimized to business outcomes as the
root of all linear and digital media planning and buying. Dentsu's
global Merkury product suite will continue to expand in scope and
scale in new markets across enterprise, media and creative
capabilities in the coming months.
"As the industry looks for scalable solutions to cookie
deprecation and cost-efficient media addressability, we could not
be more excited to bring this solution to market. With Merkury for
Media we can make media dollars work harder in unrivaled fashion
through data-driven, customer-centric experiences, intelligent
media allocations and optimizations that drive higher business
value and media performance for our clients," said Sean Reardon, CEO, Americas Media Practice,
dentsu.
Merkury for Media is powered within Dentsu Connect, dentsu's
proprietary operating system consolidating network-wide products,
where practitioners can seamlessly facilitate evolved audience
creation and connect data to elevate insights, planning, targeting,
and measurement to deliver personal and frictionless experiences
across channels.
- Audience Builder: Enhance 1st party advertiser data with the
best, most complete audience IDs. The Merkury Audience Builder
interface provides the seamless integration of client first-party
data, in a connected, brand-safe environment, anonymized Merkury
IDs of 268MM adults inclusive of 144MM households. Merkury IDs can
be enriched with 10k+ proprietary and marketplace consumer data
attributes including customized survey-based behavior and
motivation data. Merkury Audience Builder has hundreds of open
identity integrations with ad-tech and publisher partners like
Amazon, Google, LiveRamp, LG, Meta, and NBCU to create the most
comprehensive, flexible media targeting opportunities.
For clients increasingly using CDPs and cloud data platforms for
audience management and total experience, Merkury also offers
enterprise identity features like direct integration of identity
and consumer data with Adobe, Salesforce, Braze, AWS and more for
unparalleled interoperability.
- Media Planner: Addressable planning for both Reach and
ROI. The Merkury Media Planner allows teams to simultaneously
achieve brand and demand objectives through fluid full-funnel mix
optimizations grounded in a client's first-party Audience Builder
segments. Customize spend against KPIs, including reach and
attention, to drive optimizations across channels. Teams can use
both Media Mix Modeling (MMM) and scenario planning to gauge the
right frequency and mix to drive both media and bottom-line
business results.
- Merkury Activate: Cookieless digital media activation with
the highest fidelity audiences at scale. With dentsu's new
custom-built, tightly integrated programmatic activation platform,
clients can now own their bidding strategies across direct premium
inventory with full transparency and control. Based on premier
plans built within Merkury Planner, Merkury Activate reaches a
client's first-party-based audience segments at scale without
cookies. CTV inventory can be negotiated directly with publishers
and delivered via Programmatic Guaranteed or Private Marketplace
deals with Merkury ID integrated supply side platforms, starting
with Freewheel. Activate is designed to minimize media supply chain
inefficiencies and maximize first-party audience enablement by
building server-to-server direct supply audience integrations,
surfacing hidden costs, enabling buyer controls, and exposing
log-level delivery data. This unprecedented level of granular
transparency empowers advertisers with the control to mitigate
supply chain risk exposure, including ad fraud and
Made for Advertising (MFA) websites.
- Measurement + Optimization: Privacy-Safe end-to-end media
management. Dentsu's Merkury Clean Room provides teams and
partners a privacy-safe data and analytics environment that unifies
first-party data with partner second-party and select third-party
data sources at an anonymized person ID level. Clients can more
easily and securely collaborate and analyze collective datasets
without sharing or copying one another's underlying
data.
With this launch, dentsu also becomes the first agency holding
company to utilize a combination of FreeWheel's Beeswax
platform and custom bidding tools and identity matching
technologies to access its direct connections to premium ad
inventory.
"Dentsu and FreeWheel are both leaders in the area of
data-driven, addressable audience buying and planning, and we're
extremely proud to partner with them on this latest innovation,"
said Mark McKee, General Manager,
FreeWheel. "The use of first-party data is becoming
increasingly important for advertisers as identity solutions of the
past begin to unravel. The work that dentsu has done to create
their own custom algorithm to build audiences pairs exceptionally
well with FreeWheel's solutions to create the most direct
connections with premium publishers. We look forward to seeing its
impact in the marketplace."
Merkury for Media solves for challenges that modern marketers
face with data fragmentation, allowing brands to truly own their
data, resulting algorithm and end-to-end activation, unlocking new
growth audiences based on customer segments with the highest growth
potential. Ultimately, by integrating first-party customer data
securely with Merkury sources, clients can personalize programmatic
bidding and content algorithms resulting in a 25% average boost in
ROI.
"Merkury for Media's AI-based predictive engine will dynamically
learn and react to create performance predictions that account for
more internal client and outside environmental factors to plan for
what will happen, not just based on what has happened in the past.
This is a game-changer as we look for new intelligent ways to make
our clients' data work harder for them," added Shirli Zelcer, Global Chief Data and Technology
Officer, dentsu.
An integral part of what makes dentsu's Merkury for Media stand
apart are the 130+ open identity and data integrations, with more
expected in the coming months. Most recently, dentsu inked new
partner integrations in the CTV space with both Roku and Disney.
The end-to-end integration with Roku allows dentsu's US clients to
seamlessly plan, activate and measure against advanced audiences
built in Merkury for Media across Roku's inventory, giving clients
the potential to reach up to 80MM active accounts available through
both Roku's Ad Platform and its Owned and Operated ecosystem. The
integration with Disney's award-winning Clean Room and Audience
Graph, similarly provides unparalleled access to Disney's vast
inventory, enabling clients to reach highly-targeted audiences with
incredible precision and efficiency.
To learn more about Merkury visit: Merkury.dentsu.com
About dentsu
Dentsu is the network designed for
what's next, helping clients predict and plan for disruptive future
opportunities in the sustainable economy. Taking a people-centered
approach to business transformation, dentsu combines Japanese
innovation with a diverse, global perspective to drive client
growth and to shape society.
https://www.dentsu.com/
https://www.group.dentsu.com/en/
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