Dentsu is prepping the launch of integrated media and creative tools for its global data and identity platform known as Merkury. The new capabilities will be phased in from January through April of next year. 

Merkury For Media will enable clients to create audiences through planning, activation, and measurement. Dentsu says clients will be able to combine their first-party customer data with U.S. consumer IDs to customize and own programming bidding algorithms. The media solution will also combine premium display, video and TV partner integrations with partners like Disney, LiveRamp, LG and NBCU.  

Utilizing AI technology, Merkury For Creativity will help clients create personalized, dynamic creative and content campaigns across all channels. The agency says that clients who have beta tested the offering have seen a 20% lift in engagement while enabling hundreds of creative variations.   

When these new identity-enabled media and creative solutions go live next year they will be available to clients across Dentsu Creative, Carat, iProspect, dentsu X, Merkle and production operation Tag.  

Dentsu says that Merkury covers 95% of U.S. individuals and households with 268 million reachable U.S. adults. Beyond the U.S. Merkury is said to have more than 10 billion consumer IDs from its combination of proprietary and partner data across markets, and over 10,000 consumer data attributes, which Dentsu says ensures 80% coverage of consumers globally.