Programmatic Lunch

Dentsu Aegis links up with Index Exchange on people-based marketing

Tyrone Stewart

Handshake business dealDentsu Aegis Network is partnering with advertising marketplace Index Exchange to help power its people-based marketing platform.

The partnership is aimed at providing Dentsu Aegis clients with the ability to reach marketing targets across comScore 200 publishers. It will enable marketers to use the people-based research and targeting platform developed by Dentsu Aegis subsidiary Merkle.

Dentsu Aegis clients will be able to plan, buy, and measure campaigns via private marketplaces rather than using broadly defined audience segments.  

“Index’s transparent and nearly latent-less technology along with their established premium publisher relationships allows us to activate 1:1 targeting capabilities for our clients in a way that’s never been done before,” said Gerry Bavaro, global chief strategy officer for M1.

M1 has a database of 242m US internet users which can be targeted. Each individual anonymised ID has insights on more than 1,000 demographic, behavioural and motivational attributes.

Conde Nast is the launch partner with more publishers set to join the initiative throughout the year.