Dentsu Aegis Network and Index Exchange ink ‘people-based marketing’ tie-up

Condé Nast will be joined by 10 other premium publishers as part of the initiative / Pixabay

Denstu Aegis Network (DAN) and Index Exchange have penned an agreement that will see holding group target up to 242 million US internet users on premium websites using the programmatic outfit’s technology.

The partnership means DAN’s clients can plan, buy and measure campaigns via private marketplaces (PMP) using its proprietary people-based IDs via its M1 arm rather than broadly-defined audience segments using a number of demand-side platforms.

The tie-up means advertisers will be able to use the targeting capability on ComScore top 200 websites, with Condé Nast named as a launch partner, and there pair claiming that an additional 10 publishers will join the initiative by the close of the third quarter.

Gerry Bavaro, M1, global chief strategy officer, said: “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.”

Evan Adlman, Condé Nast, senior vice president, enterprise sales, described the tie-up as “a new bar” for automated trading. “Because we were already an Index partner, this set up helped us tap into new demand in a seamless way,” he added. “Dentsu and Index have reached a new bar, and I’m excited to see the results as more campaigns launch.”

Will Doherty, Index Exchange, senior vice president of global marketplace development, said such deals will enable CRM-like targeting at scale outside of the industry’s walled gardens. “Deals powered by a people-based identifier like the M1 ID further democratizes marketers’ access to publishers,” he added.

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