Dentsu’s Merkury Scales Cookieless, Predictive Audiences with Quantcast

Today dentsu announced a global integration of Quantcast with Merkury, its unrivalled global data, identity, and insights platform. The partnership brings together the power of Merkury with the scale and breadth of The Quantcast Advertising Platform to enable more precise audience targeting without reliance on third-party cookies. 

Through this data integration, clients can now access more than 10,000 custom consumer data attributes to build audience profiles and apply scaled AI to identify the most relevant consumers based on millions of online data signals across CTV, desktop, and mobile devices. The fully automated technology is integrated across key dentsu clients and now available in five markets, including United Kingdom, Australia, New Zealand, Italy, and Sweden, with plans to scale to additional markets in the coming months. 

Gerry Bavaro, chief strategy officer, Merkury at dentsu said, “Despite Google’s recent announcement, continued cookie deprecation across the industry and heightened privacy regulations globally have introduced a new set of challenges for the modern marketer. To help brands navigate this rapidly evolving world, we’ve focused on developing innovative, brand-first solutions that are globally scaled but locally relevant. Our solutions enable hyper-personalised customer experiences, but with the scale and value that third-party data provides.” 

Merkury’s predictive audience capability solves fundamental industry challenges by leveraging the innovative application of AI, machine learning, and data engineering. The end-to-end integration facilitates audience creation from planning through to activation, in a single, easy-to-use platform in a matter of minutes. This allows clients to leverage the breadth of Merkury data and target more robust audience profiles across media partners, while remaining privacy conscious and without the use of third-party cookies.

“Our collaboration with dentsu through Merkury brings a new era of audience insights and targeting utilising the latest large language modelling techniques without a reliance on third-party cookies,” said Amit Kotecha, chief marketing officer at Quantcast. “This innovative approach marks a significant step forward in data-driven marketing strategies.”

Pandora, the world’s largest jewellery brand, leverages the power of Quantcast and Merkury. Hattie Smith, brand manager at Pandora said, "We are really excited by this integration – when innovation is at the forefront, a collaboration of this kind really showcases both the power and potential of CTV. We are continuing to build on this partnership and look forward to seeing more great results.”

The integration with Quantcast is the latest in a series of Merkury updates as dentsu continues to enhance its suite of open identity products. To learn more about the Merkury platform, click here.