dentsu Launches Contextual Intelligence Tool

dentsu today announced a new proprietary targeting tool, dentsu Contextual Intelligence, to be leveraged across the network’s US media agencies, Carat, dentsu X, and iProspect. Powered by proprietary algorithms that utilise Natural Language Processing and sentiment analysis, dentsu Contextual Intelligence enables marketers to build precise audience segments and meet consumers within relevant content that they care about. Reaching people in the right time, at the right place earns greater attention, ultimately fuelling more effective marketing. 

Akash Jairath, chief product officer, dentsu Media US, said, “Our Contextual Intelligence tool brings dentsu’s partnerships in media, data, and insights to scale, putting proprietary knowledge into the hands of our media traders and enabling them to launch highly-relevant campaigns even faster, ultimately fuelling substantial ROI gains for our clients.” 

A pilot campaign conducted with luxury jewellery retailer Pandora around the Valentine’s Day holiday has already yielded incredible results. Throughout the campaign, advertising placed via dentsu Contextual Intelligence drove 36% of revenue with only 2% of campaign spend, driving 24x ROI versus the next best tactic, indicating the potential to drive real business value at a margin. 

"dentsu Contextual Intelligence provides a competitive advantage as we strive to earn increasingly limited attention in market. In order to resonate with our consumers in the most impactful ways, we need be meeting them at the right time, in the right places—with this new tool as part of our media planning and buying mix, Pandora is now positioned to do just that,” said Katie Nevin, paid social strategy, Pandora. 

dentsu has been a leader in addressability and the launch of dentsu Contextual Intelligence is the latest way the company is helping marketers overcome the challenges of a cookie less world through contextual addressability.

Between this new tool and the power of dentsu’s proprietary identity platform, dentsu is bringing to market, holistically, a sophisticated, modern, brand and privacy-safe audience-building solution.