Dentsu Aegis Network and Index Exchange announced a new partnership to provide Dentsu Aegis clients with scaled people-based marketing targets across comScore 200 publishers.
The hope is that through this partnership, DAN clients will be able to reach more premium publications and deliver more relevant ads. Conde Nast is the launch partner for this initiative.
The partnership will allow marketers to utilize Merkle-developed people-based research and targeting platform M1, mapped to 242 million U.S. adults with people-based IDs across devices, and integrate to reach publishers enabled by Index Exchange’s technology.
The agency also noted that Dentsu Aegis Network clients can run addressable private marketplace deals and plan buy and measure media against individuals via the new alliance, rather than just broadly defined audience segments.
“Index’s transparent and nearly latent-less technology along with their established premium publisher relationships allows us to activate 1:1 targeting capabilities for our clients in a way that’s never been done before,” stated Gerry Bavaro, global chief strategy officer, M1.
Bavaro added: “Providing consumers with relevant ads in the right environment is a value shared by DAN and Index, and we’re excited to see the benefits this new partnership can deliver to the advertising ecosystem.”
Index Exchange and Dentsu Aegis hope to have more than 10 publishers on the platform by the end of the third quarter.