• by Laurie Sullivan  @lauriesullivan, August 7, 2024

AI-driven technology has found its place in media planning and buying as well as targeting strategies -- despite Google's shift away from sole reliance on third-party cookies to protect consumer privacy. 

Dentsu today announced the integration of Merkury -- its global data, identity, and insights platform -- with Quantcast, a demand-side platform (DSP).

The combination aims to provide advertisers with more precise audience targeting without reliance on third-party cookies.

The platform does rely heavily on AI. Merkury’s predictive audience capability leverages AI, machine learning, and data engineering. The integration supports the creation of audiences from planning through activation. The company says, in fact, within minutes.

Hattie Smith, brand manager at Pandora, stated that the jewelry brand is continuing to build on this partnership.

The integration gives clients access to more than 10,000 custom consumer data attributes to build audience profiles and apply AI to identify the most relevant consumers based on millions of online data signals across connected television (CTV), desktop, and mobile devices. Pandora works with Quantcast and Merkury.

The technology is available in five markets including the U.K., Australia, New Zealand, Italy, and Sweden, with plans to scale to additional markets in the coming months.