In an industry-first activation, Dentsu and VideoAmp have given their US media agencies the ability to seamlessly guarantee crucial audience acquisition across seven key media portfolios. As the first agency, Dentsu has intentionally purchased audiences on VideoAmp Currency that are assured across publishers like A+E Networks, FOX Corp, Hallmark Media, NBCUniversal, Paramount, and Warner Bros. Discovery. Utilizing Dentsu’s platform, advertisers will be able to create audience-reaching strategies as well as assurances of reach and frequency. The objective is to incorporate Dentsu’s exclusive audience datasets into a new market asset that might be traded. In light of its customized audience profiles, Dentsu will be able to plan and allocate linear TV advertising buys.
Clients can now transact and guarantee on the same advanced audiences generated within Dentsu’s Merkury ecosystem that they now plan and optimize against, across seven major publishers, through Dentsu’s Data Enabled Linear TV Activation (DELTA) platform, powered by VideoAmp’s leading large dataset. With clients already using this new activation, advertisers can now improve results and increase return on investment. DELTA uses VideoAmp to provide advertisers with a streamlined planning and measuring solution. Insights and data on currency grades are also accessible. As a result, premium publishers can more effectively reach an advertiser’s intended demographic and optimize media spend. Although DELTA and DELTA+ are intended to use Dentsu’s exclusive audience data, the company can also use a client’s first-party audience data or data from other third parties if that is what the client prefers.
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Dentsu and VideoAmp have collaborated since 2021. To test audience measurement technology on Paramount Global properties, the two collaborated. As the market transitions to more data-driven linear TV buys, DELTA and VideoAmp have been leading the way. It is also Dentsu’s DELTA team’s most recent statement as it works to lead the industry in mapping alternative currencies to sophisticated audiences. In recent years, advertisers, TV networks, and media companies have struggled to account for customers who are increasingly dispersed across a variety of media outlets. Because many prominent marketers demanded an unbiased third party to count customers drawn to a certain media property, Nielsen has ruled for decades. However, TV firms have criticized Nielsen’s haste in coming up with a new solution, even as viewers of linear TV switch to broadband streaming.
Brad Stockton, SVP, of Video Innovation, Dentsu Media US said,
As we look to the future of seamless video investment for our clients, this innovative advancement represents a positive shift in the marketplace, enabling advertisers to more effectively reach more valuable audiences in premium placements. This is our latest effort to drive adoption of alternative currencies as we seek to build out a unified investment approach rooted in the same source of truth through DELTA.
Ross McCray, Founder & CEO of VideoAmp added,
The growth that we’ve been able to achieve since we first engaged with dentsu on currency in 2021 is incredible. Moving past testing to this kind of scale is a testament to the DELTA team and their commitment to providing clients with the benefits of using an advanced currency. This is just the start and we look forward to collectively helping advertisers make their media investments work harder and smarter to achieve the business outcomes that matter most to them.
Marybeth Strobel, Executive Vice President, Ad Sales at Warner Bros. Discovery commented,
This latest advancement between dentsu and VideoAmp marks an exciting step forward for our industry in enabling advertisers to transact against advanced audiences at scale, an approach we fully embrace at Warner Bros. Discovery. By leveraging these innovative solutions in audience-based buying, advertisers can better leverage Warner Bros. Discovery’s suite of premium IP, brands, franchises and coveted audiences and ensure the impact of their investment is more fully captured.
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