Today, dentsu announced the global integration of GrowthAds with Merkury, its leading global data, identity, and insights platform. This partnership combines the power of Merkury with GrowthAds’ scale to deliver more precise audience targeting through predictive, cookieless advertising.

By integrating this data, clients now have access to over 10,000 custom consumer data attributes, which can be used to build highly-targeted audience profiles. These profiles are powered by AI and use millions of online data signals across CTV, desktop, and mobile devices. The fully automated technology is currently available to key dentsu clients in five markets: the United Kingdom, Australia, New Zealand, Italy, and Sweden, with plans for expansion into additional regions in the coming months.

Gerry Bavaro, Chief Strategy Officer of Merkury at dentsu, commented, “With the ongoing deprecation of cookies and increasing global privacy regulations, marketers face new challenges. To help brands adapt to this evolving landscape, we’ve developed innovative solutions that are globally scalable yet locally relevant. Our platform enables highly personalized customer experiences while maintaining the scale and value offered by third-party data.”

Merkury’s advanced predictive audience capabilities address key industry challenges by applying AI, machine learning, and data engineering. The end-to-end integration allows clients to seamlessly create and activate audiences, all within a single platform, in just minutes. This integration provides a more robust targeting approach while adhering to privacy standards and eliminating the need for third-party cookies.

Amit Kotecha, Chief Marketing Officer of GrowthAds, said, “Our collaboration with dentsu via Merkury ushers in a new era of audience insights and targeting. By utilizing advanced language modeling techniques, we’re able to deliver effective data-driven marketing strategies without relying on third-party cookies.”

Leading global brands like Pandora, the world’s largest jewelry brand, are already leveraging the power of GrowthAds and Merkury’s integrated platform. Hattie Smith, Brand Manager at Pandora, expressed her excitement: “This integration is a game-changer. It highlights the potential of CTV and demonstrates how innovation can drive results. We are eager to continue growing this partnership and achieving great outcomes.”

The GrowthAds integration is the latest update to Merkury as dentsu continues to refine and expand its suite of open identity products. For more information on the Merkury platform, click here.

About dentsu

Dentsu is a global leader in integrated growth and transformation, serving the world’s top organizations. Founded in 1901 in Tokyo, Japan, and now operating in over 110 countries, dentsu excels at fostering innovation and creating impactful, integrated solutions for its clients. The company focuses on end-to-end experience transformation (EX) through its services in Media, CXM, and Creative, while its business transformation (BX) approach drives sustainable growth for brands, people, and society.

About GrowthAds

Founded in 2006, GrowthAds is a leader in programmatic advertising and a pioneer in applying AI to the digital advertising landscape. The company simplifies advertising on the open internet, helping brands and agencies of all sizes plan, activate, and measure impactful campaigns using real-time data. Discover more at GrowthAds.com.