Published on: July 8, 2026
Dentsu’s New Stream Media, the company’s dedicated commerce media network, has unveiled a comprehensive in-house retail data offering designed to help retailers and commerce businesses maximize the value of their customer relationship management (CRM) and transaction data.
The new solution combines data storage, audience creation, targeting, and measurement capabilities by bringing together online and offline customer signals into a unified infrastructure. According to dentsu, this makes it the first organization to integrate data monetization, commerce media, technology, and media expertise into a single end-to-end retail solution, offering clients greater operational efficiency and control.
Through the new platform, brands and retailers gain access to scalable audience targeting, data storage, and performance measurement tools. The solution is powered by dentsu.audiences, dentsu’s proprietary audience strategy and insights platform, enabling businesses to better understand customer journeys and evaluate campaign effectiveness with end-to-end visibility over retail data.
“At dentsu we’re focused on putting client data at the heart of commerce marketing efforts,” said Megan Cameron, EVP, commerce and retail media solution lead for New Stream Media. “By building our own in-house commerce data infrastructure, we can now bring in even more real-time commerce signals, across channels, to our marketing decisions to maximize brand exposure across the full customer journey.”
To strengthen the offering, dentsu has selected The Trade Desk (TTD) as its first technology integration partner. The collaboration connects dentsu’s proprietary commerce data platform, built on its dentsu.audiences identity framework, directly with The Trade Desk’s demand-side platform.
The integration enables retailers to enhance enterprise and retail media network (RMN) strategies while providing an efficient way to monetize first-party data through The Trade Desk’s global retail marketplace. It also delivers real-time sales measurement capabilities, allowing advertisers to optimize campaign performance with greater transparency and precision.
“Retailers and brands are increasingly looking for ways to unlock the full value of their first-party data while maintaining more control and transparency,” said Claire Wyatt, GM of business development at The Trade Desk. “Dentsu’s investment in its own commerce data infrastructure represents an important evolution in how retail data can be activated and measured. As we continue our leadership in commerce media, we’re excited to be the first DSP to partner with Denstu on this offering, and to help brands and retailers put their data to work more effectively across the open internet, driving greater relevance, measurable performance and business growth.”
New Stream Media serves as dentsu’s dedicated Commerce & Retail Media Network solution, helping retailers and commerce businesses develop, optimize, and expand profitable retail media operations. By combining commerce, media, and data capabilities, the platform aims to create stronger partnerships while enabling advertisers to engage consumers with more relevant and personalized experiences throughout the purchasing journey.
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