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Tag: Dentsu Programmatic

  • An addressable marketplace for Indian advertisers

    Dentsu Programmatic launches Dentsu Curate in India

    By Our Staff

     

    Dentsu Programmatic has launched its strategic programmatic supply solution ‘Dentsu Curate’ in India. A first-of-its-kind service in the market, Dentsu Curate enables advertisers to target premium and brand-safe inventory, allowing them to bring better performance leading to high operational efficiency for all campaigns. It also aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners.

     

    Dentsu Curate – which was first introduced in APAC, is built on Dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of Dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment through robust evaluation mechanisms, with industry-leading partnerships offering high-quality premium supply coupled with Supply Path Optimization modeling.

     

    Speaking on the launch, Divya Karani, South Asia Chief Executive Officer, Media, Dentsu said: “Dentsu Curate offers our clients’ assurance and trust in maximizing fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfill these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”

     

    Added Salil Shanker, Chief Operating Officer, Dentsu Programmatic added, “At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.”

     

    Saagar Sethi, President Amplifi India said: “It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”

     

  • On a Privacy-First World – ‘Who Ate My Cookie?’

    Dentsu Data Sciences unveils industry position paper

    By Our Staff

    The Data Sciences Division of Dentsu international India has published a new industry position paper ‘Who Ate My Cookie’ under its specialist consumer insights wing Dentsu Marketing Cloud (DMC) Insights. The report details both the challenges and opportunities faced by marketers, publishers, consumers and data brokers as they struggle to adapt to a changing ecosystem landscape built for a privacy-first world.

    Cookies have for long a time been the cornerstone of digital marketing ever since their inception in 1994. They have been the basis of digital advertising. With a goal to deliver more relevant ads to consumers, companies have amassed troves of customer data via third-party cookies, which eroded customer trust. This industry position paper aims to describe the shift and need toward a privacy-first world by demystifying ecosystem changes and attempts to provide guidance to marketers and publishers on navigating a “privacy-first” online world devoid of third-party cookies.

    Gautam Mehra
    Gautam Mehra

    Said Gautam Mehra, Chief Data and Product Strategy Officer (Asia Pacific) and CEO Dentsu Programmatic: “The digital revolution that created so many new business and marketing opportunities is now driving the customer revolution. Developing strong customer relationships has always been fundamental to building a successful business practice. This becomes more vital in a privacy-first world. Through our position paper, we endeavour to assist the industry in navigating through the fast paced ecosystem changes and provide guidance on a few possible solutions to strengthen customer experiences with privacy at its core.”

    Nishant Malsisaria
    Nishant Malsisaria

    Added Nishant Malsisaria, Vice President– Product Strategy (Asia Pacific) Dentsu Data Sciences: “To succeed in the new customer-driven environment, organisations must be able to use consent-based information, technology and analytics to deliver relevant customer experiences across channels. A privacy-first world promotes the need to develop first-party data sets in a far more secure and privacy-focused way. Future competitive advantage will depend on the ability of brands to have more control over their audiences in a trust based world.”

     

  • Based in Mumbai, Mehra will report into Zhengda Shen, President of Merkle APAC for his additional role

    Dentsu promotes Gautam Mehra to Chief Data & Product Officer – APAC

    By A Correspondent

     

    Dentsu International has now entrusted Gautam Mehra, currently CEO, Dentsu Programmatic & Chief Data Officer, Dentsu – South Asia, with the additional charge of Chief Data & Product Officer – Asia Pacific (APAC) with immediate effect.

     

    He has been assigned to this new role with the intent to build a strong and unified APAC data and product offering across the dentsu network. Based in Mumbai, Mehra will report into Zhengda Shen, President of Merkle APAC for his additional role.

     

    On the appointment, Ashish Bhasin, Dentsu Asia Pacific CEO said: “Data is central to our business strategy and the ability to handle data well and utilize it to its full capacity is critical in fine tuning way of reaching, interacting, and causing a reaction from the consumers; it ensures advertising efforts are in the right direction. Having Gautam drive this data agenda for us is crucial in the era of data explosion. He has earned a reputation of developing and delivering highly innovative data-led initiatives while embodying the spirit of innovation and entrepreneurism. This is a well-deserved promotion and I look forward to working closely with him,” Ashish added.

     

    Added Zhengda Shen, President of Merkle APAC: “Organisations are constantly challenged to evolve with agility and speed and adapt to ever changing consumer dynamics. Providing leadership for clients by integrating data, media, content and technology to navigate through this shifting landscape is a critical function of agencies. Gautam’s track record for driving innovations and developing globally scaled solutions makes him perfectly placed to help our clients in the region and to ensure that dentsu international continues to lead through innovation.”

     

    Said Mehra: “There are almost no limits to what we can uncover by studying consumer behavior and their interplay with brands. I’m excited to apply my leadership, knowledge, and experience in delivering globally adopted tech driven products and solutions to further the data-driven culture of dentsu international and to build the practice across APAC, further cementing our dominance in this area within the region in using cutting edge technology to solve everyday client challenges.”

     

     

  • The platform targeting Netflix audiences outside the platform for Tata Nexon EV

    Dentsu Programmatic targets premium OTT susbcribers under Dentsu Play

    By A Correspondent

     

    In an effort to plan for activating OTT audiences from premium platforms such as Netflix, Dentsu Play partnered with sibling WATConsult  on Tata Motors and came up with a solution to target premium, behind-the-pay-wall OTT audiences on platforms outside of the OTT through integrations using first-party and second-party data partnerships.

     

    Ramesh Dorairajan

    Commenting on the success, Ramesh Dorairajan, Head – Sales, Marketing and Customer Care, Electric Vehicle Business Unit, Tata Motors said: “The Great Reset has highlighted several audience trends that will help us enhance our overall brand reach. The increase in OTT content consumption has transformed the way people consume content. This unique data-driven approach from dentsu Programmatic has opened up additional avenues for us to interact, particularly with the audience behind the paywall, while creating a phenomenal impact on our campaign performance as we pioneer an industry-first approach.”

     

    Gautam Mehra

    Added Gautam Mehra, CEO, Dentsu Programmatic and Chief Data & Product Officer – APAC: “With our industry first partnerships and integrations enabling insights from platforms such as Netflix, Amazon Prime Video, Zee5 and large players in the sector, coupled with our proprietary technology, dentsu Programmatic is proud to have unearthed a unique way to drive business success for clients wishing to target OTT audiences. Using Machine Learning at its core, coupled with intelligence from platforms such as Facebook and Google, we aspire to deliver many such industry leading solutions to common client challenges.”

     

    Heeru Dingra

    Sharing her views on the same, Heeru Dingra, CEO, WATConsult said: “As OTT platforms grow and evolve at an exponential rate, they seem to emerge as one of the key focus areas for brands as well as marketers. Therefore, dentsu Programmatic’s tool to effectively tap those audiences has efficiently helped us in actioning a campaign for our brand Tata Nexon EV. From targeting the right set of audiences to creating awareness about the brand and attaining the right amount of consideration, it delivered some remarkable results for the brand.”