Dentsu Introduces Its Fresh Media Platform Under the Name Merkury
Fresh Takedown:
Revamping our series on agencies' audience management platforms, let's dive into Dentsu Media's cutting-edge offering – Merkury for Media. Previously known as M1, it's now storming the U.S. markets, thanks to its partnership with Merkle.
This shiny new tool empowers Dentsu Media's workers across its three media giants – Carat, iProspect, and Dentsu X – to turbocharge media activation for their clients. As we speak, it's available in the U.S., with plans for it to dominate other regions soon.
Although some pieces of the Merkury puzzle are still being put together, it's designed to tackle three significant aspects of media buying: enterprise (attempting to crack the code of data and identity), media (improving media performance and channel allocation), and creative (marrying identity and media intelligence to fuel creative execution).
Dentsu Media's Merkury is packed with identity resolution and audience insights thanks to the combination of Merkle's data assets and tech prowess. Key features include:
- Identity matching that standardizes and tidies customer data (like emails, addresses, and website visits), reaching out to a majority of U.S. adults.
- Integration with Adobe's GenStudio, automating content creation and fine-tuning campaigns using audience insights.
- Cross-channel measurement that tracks performance in real-time and links creative testing with media activation.
- Proprietary data utilization, leveraging Dentsu’s Merkury and CCS data sources for personalized, scalable content.
While the platform is primarily aimed at the U.S., its integration with Adobe's global content supply chain and appearances in cross-market campaigns (such as the global pet nutrition brand case study spanning 20 markets) hint at its international applicability. Although specific regional expansions beyond the U.S. haven't been disclosed, the partnership with Adobe emphasizes global campaign scalability, especially for multilingual and multi-region content.
- Dentsu Media's Merkury, in partnership with Merkle, activates media activation for their clients across their three media giants: Carat, iProspect, and Dentsu X, utilizing Merkle's data assets and technology to provide identity resolution and audience insights.
- The global content supply chain integration of Dentsu Media's Merkury and Adobe's GenStudio, along with its appearances in cross-market campaigns, suggests that the platform has international applicability beyond the U.S.
- Designed to tackle three significant aspects of media buying, Merkury focuses on enterprise (data and identity), media (performance and channel allocation), and creative (marrying identity and media intelligence to fuel creative execution) within the industry.
- The partnership with Adobe highlights the global campaign scalability of Dentsu Media's Merkury, allowing for personalized, scalable content in multiple languages and regions.
