Merkury, Dentsu's Unrivaled Global Data & Identity Platform, Paves The Future of Open Identity With New Suite Of Solutions

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Clients see an estimated 25% lift in return on ad spend, a 20% improvement in audience engagement, and a 50% uplift in identified customers to website on average. 

NEW YORK, OCT 24, 2023 – Dentsu announced the release of unified solutions for Merkury, the leading global data and identity platform, that gives marketers ownership and growth of first-party identity to enable a total experience — turning creative, media and customer experience data into intelligent actions that drive growth and brand loyalty. The Merkury platform now also combines the power of dentsu’s network-wide data products, including its advanced audience-building capabilities through M1, an early pioneer of people-based marketing dating back to 2016 and patent-holding technology*. 

Built to be platform-agnostic and interoperable with a client’s owned identity data, Merkury is a powerful addition to existing mar-tech stacks and has been first-to-market with identity partnerships and integrations, including Adobe, Salesforce, Qualtrics, ActionIQ, Google, Roku and Neustar. The suite of open identity solutions will enable marketers to own (versus rent) their data and algorithms  — solving marketers’ most critical problems in the wake of heightened privacy regulations, deprecation of third-party identifiers and the ever-growing ecosystem of disparate tech platforms. Ultimately, these solutions seamlessly and responsibly connect every interaction between a consumer and a brand to create more personal experiences across the omnichannel journey:  

  • Merkury’s enterprise identity and data solution provides unique person-based identity growth, ownership, and data enhancement to brands. With unique benefits such as transparency into ID quality and matching, the most extensive integrations with mar-tech platforms like CDPs, personalization and email platforms, and the industry’s highest match-rates of site visits to a person ID of 50 percent plus for anonymous visits, brands can bridge offline to online identity with one solution enabling personalized, real-time experiences across all channels and greater value from their technology investments. 

  • Merkury for media will provide a first-of-its-kind, person-based, end-to-end media solution, facilitating audience creation through planning, activation, measurement, and optimization in a single, easy-to-use platform. Clients can combine their first-party customer data easily and securely with U.S. consumer IDs and data to customize and own programmatic bidding and content decisioning algorithms for competitive advantage and performance with average lift of 25 percent ROI. Merkury for media is the only solution that combines the most direct premium display, video and TV partner integrations with 100+ new open identity and data integrations including partners like Disney, LiveRamp, LG and NBCU. This provides the most flexible and interoperable media connections possible for scaled person-based targeting. Integrated privacy-safe clean rooms enable unprecedented insights, optimization and measurement by unifying business outcome data with campaign audiences and ad exposure data at person level. 

  • Merkury for creativity will provide clients with a single source of truth to maximize creative effectiveness. By integrating identity data with creative and media performance, clients can build custom audiences via Merkury’s identity-enabled media solution and then create personalized, dynamic creative and content campaigns across all channels. The platform also leverages AI-powered intelligence for dynamic creative optimization, and direct integrations with platforms, taking the guesswork out of campaign development while maximizing ROI. By leveraging this one-of-a-kind solution, clients have seen upwards of a 20 percent lift in engagement while enabling hundreds of creative variations.  

“Disparate data hinders a business’ ability to drive digitization, total customer experience and profitability,” says Michael Komasinski, CEO, dentsu Americas & Global CEO, Merkle. “Our goal with the evolution of Merkury is to help our clients turn disparate data into data intelligence by bringing simplicity, interoperability, and order back to customer data management. As one of the early architects of people-based marketing, we’re proud to now pioneer the next gold standard: a modern open identity solution that enables future-ready brands.”  

Delivering on marketers’ ambition to enable hyper-personalized experiences, Merkury boasts 95 percent of U.S. individual and household coverage with 268M+ reachable U.S. adults. Globally, Merkury has the largest identity dataset with 10B+ consumer IDs from its combination of proprietary and partner data across markets, and 10K+ consumer data attributes. This unique approach ensures 80% coverage of consumers globally. 

"Dentsu was the pioneer in identity with its M1 rollout six years ago, and since then we've seen the industry grow up around them," said Michael Kassan, Chairman & CEO, MediaLink. "With marketers having more access to data than ever before, the industry is calling for smarter identity solutions. I’m impressed by dentsu’s evolved suite of Merkury solutions. They are clearly leveraging their data-driven heritage to expand their offering and simplify the proposition for marketers by offering an interoperable, end-to-end identity platform that enables brands to own their identity.” 

Merkury for enterprise identity and data is available today as leading identity resolution and consumer data solution since 2020. Merkury’s new identity-enabled media and creative effectiveness solutions will go live in a phased approach between January 2024 and April 2024 and will be available to clients across dentsu’s global leadership agencies – Dentsu Creative, Carat, iProspect, dentsu X, Merkle and its most recent acquisition, Tag, dentsu’s omnichannel production powerhouse. 

Clients and partners interested in participating in the Merkury Beta program can register here:  

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About dentsu 

Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.  

Media contacts: 

Jeremy Miller  

Global Chief Communications & Marketing Officer, dentsu   

 Asha Gopalan Ramirez  

SVP, Regional Marketing & Communications Lead, dentsu Americas  


 * Merkury holds a patent since 2017. Title: System and method for providing people-based audience planning.