Dentsu has announced a global integration of demand-side ad platform Quantcast with Merkury, its global data, identity, and insights platform.  

The agency said the partnership would enable more precise audience targeting without reliance on third-party cookies.  

With the integration, clients can access more than 10,000 custom consumer data attributes to build audience profiles across CTV, desktop, and mobile devices.  

The integration has been activated across key Dentsu clients and is now available in UK, Australia, New Zealand, Italy, and Sweden, with plans to scale to additional markets in the coming months. 

“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” industry, said Gerry Bavaro, Chief Strategy Officer, Merkury.  

The integration with Quantcast and other solutions help address those challenges.