Dentsu Inc. picks Amobee to understand browsing behaviors of the 'silent majority' in Japan

Amobee, which is owned by Singapore-based Singtel, claims the solution utilizes browsing behavior of the ‘silent majority’.

Dentsu Inc. has chosen to work with Amobee to develop brand analytics and advertising solutions for its media campaigns.

The Japanese ad giant will use Amobee’s Brand Intelligence solution to provide consumer insights and evaluate data from a variety of sources to provide an understanding of consumer behaviors, sentiment fluctuations, and the impact of external events on online activity for its clients across Japan.

Amobee, which is owned by Singapore-based telco Singtel, claims the solution utilizes browsing behavior of the ‘silent majority’, allowing it to provide depth and precision not attainable by common social listening and survey tools.

“With valuable audience and campaign learnings, Amobee’s Brand Intelligence platform allows our clients to initiate planning with in-depth, actionable insights to drive smarter marketing decisions,” says Hiroyuki Maruyama, the senior communication planning director at Dentsu Inc.

“We’re excited this partnership will bring a unique solution to global and regional brands to better reach and interact with consumers in a more meaningful way.”

Amobee announced in November 2018 that it was expanding its collaboration with Oracle Data Cloud to activate third-party data across programmatic and social media platforms.

The partnership aims to streamline cross-channel planning decisions and reduce wasted spend by giving marketers access to Oracle's offline purchase-based transaction data sets.

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