Dentsu Leverages Merkury to Establish End-to-End Measurement across The Trade Desk

Today, dentsu announced a new evolution in its data and identity partnership with The Trade Desk, focused on addressability with Unified ID 2.0 (UID2), measurement, and data-driven decisioning to help marketers win in the algorithmic era of advertising. Through the partnership, dentsu can deliver personalized experiences powered by its unique Merkury identity backbone of 268MM consumers across The Trade Desk platform.  

The partnership enables advanced integration of dentsu’s Merkury identity and data platform with The Trade Desk, where exponential scale against Merkury ID-based audiences is achieved due to UID2 connections and the ability to expand known consumers across multiple identifiers and identity graphs. Additionally, the integration enables closed-loop of reach across The Trade Desk for dentsu clients for the first time, giving them more insights into sales lift and return-on-ad-spend against audiences outside of walled gardens. 

Merkury clients are currently leveraging the integration to increase addressable targeting and improve measurement. Dentsu’s New Stream Media, its retail media network (RMN) group, has been testing the integration with clients like Hy-Vee, and its RedMedia, to maximize addressable reach and monetization to first-party audiences, with closed-loop measurement linked to sales, proving the value of RMN campaigns.

“Retail media is the only medium where the buyers and sellers are aligned in reaching and influencing the shared customer,” said Brian Monahan, head of retail media solutions, dentsu. “This partnership is a game-changer for retail clients as it advances addressable reach of the shared customer through closed-loop sales attribution so that advertisers can understand the impact of their investment.”

“Innovation in identity enables clients to upgrade their campaign, while getting a better understanding of how those campaigns are performing. Our expanded partnership with dentsu provides advertisers with objective, data-driven measurement,” said Kim Marchan, general manager global agency, The Trade Desk. “Solutions like Merkury, combined with Unified ID 2.0, represent a win-win-win for advertisers, publishers and consumers.”

Learn more about Merkury at merkury.dentsu.com.