Dentsu launches post-cookie solution

Dentsu has rebranded and enhanced its M1 platform, now calling it Merkury for Media and bringing a complete identity platform to the table to enable addressable media and AI-powered decisioning and optimization.

The company said it is the only live platform where every dollar of media placed is using first-party data. 

"As the industry looks for scalable solutions to cookie deprecation and cost-efficient media addressability, we could not be more excited to bring this solution to market,” said Sean Reardon, CEO, Americas Media Practice.  

With this launch, Dentsu said it will become the first agency holding company to utilize a combination of Freewheel’s Beeswax platform and custom bidding tools and identity matching technologies to access its direct connections to premium ad inventory. 

"Dentsu and FreeWheel are both leaders in the area of data-driven, addressable audience buying and planning, and we're extremely proud to partner with them on this latest innovation," said Mark McKee, General Manager, FreeWheel.  "The use of first-party data is becoming increasingly important for advertisers as identity solutions of the past begin to unravel. 

The offering’s audience building capability has access to 168 million anonymized adult identities and 144 million households.  

Full story via MediaPost.