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Dentsu Inc. Forms Capital and Business Alliance with Intimate Merger ―Providing Public DMP Through Integrated Marketing Platform "Dentsu.io"―
The text of the Dentsu Inc. news release distributed on August 1 is as follows.
August 1, 2016
Dentsu Inc. Forms Capital and Business Alliance with Intimate Merger
―Providing a Public DMP through the Integrated Marketing Platform "Dentsu.io"―
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Nao Ishii) has agreed to underwrite a third-party allotment of new shares in Intimate Merger Inc. (Headquarters: Minato-ku, Tokyo; President: Ryoji Yanashima), a data marketing company specializing in "DMP" *1 (Data Management Platform) tools for integrated data management. Concurrently, the two companies have agreed to jointly strengthen and expand Dentsu.io ※2. This agreement was formalized today with the signing of a business partnership contract. Consequently, the Dentsu Group, including Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Toshiya Oyama), a wholly-owned subsidiary of Dentsu Inc., will provide its proprietary public DMP※3 (dPublic) to client companies through the evolving "Dentsu.io" platform.
The purpose of this capital and business alliance is to respond to the growing importance of public DMPs amid expanding programmatic buying (a system for automatically purchasing internet advertising slots in real-time based on data) needs, and to support Intimate Merger's further growth through financial backing and business synergies.
Dentsu Inc. and Dentsu Digital Inc. determined that combining Intimate Merger's audience-related data—one of Japan's largest datasets with approximately 400 million records—with the diverse data uniquely held by our group will simultaneously enable the functional enhancement of "Dentsu.io" and the strengthening of public DMP-related services.
The outline of the business alliance is as follows.
■Outline of Business Alliance
- With technology provided by Intimate Merger, the public DMP service "dPublic" will be offered on "Dentsu.io" (scheduled to begin in late August 2016).
- Further innovation of integrated marketing solutions that bridge online and offline, including strengthened collaboration with mass media utilizing "STADIA (β version)" (STADIA Beta) ※4 provided on "Dentsu.io".
- Joint development of packaged products and solutions integrating marketing automation tools with "Dentsu.io".
- Collaboration in sales promotion activities for the above solutions.
- Collaboration in analysis operations and ad delivery operations.
<Intimate Merger Company Overview>
Company Name: Intimate Merger Co., Ltd.
https://corp.intimatemerger.com/
Location: Kurosaki Building 2F, 4-1-4 Roppongi, Minato-ku, Tokyo
Representative: Ryoji Yanashima (President and CEO)
Date Established: June 2013
Business Description: A data marketing company established in June 2013. Utilizing Japan's largest audience database of approximately 400 million records and advanced analytical technology, it primarily provides services to national corporations and large-scale portal sites. These services include DMP construction, data utilization support, data analysis, and channel integration for data usage. As of March 2016, over 470 companies, primarily major financial institutions and consumer goods manufacturers, have adopted the company's DMP and marketing solutions.
■ "Dentsu.io" Logo
※1 DMP (Data Management Platform)
A data integration management tool that manages a company's own website access data, ad delivery data, customer data, and other data from external suppliers, linking it with various data utilization channels such as advertising, email delivery, and analysis/research.
※2 Dentsu.io
An integrated marketing platform that enables a one-stop marketing process for business growth. It integrates data from client companies, Dentsu, and alliance partners to support business through data analytics, reporting via dashboards, digital initiatives, and mass/offline initiatives.
※3 Public DMP
A DMP primarily focused on utilizing diverse external data not available in-house. It is mainly used for marketing activities aimed at acquiring new customers.
※4 STADIA (β version): System for TV Audience Data Integration Architecture
An original platform developed by Dentsu Inc. to manage and verify integrated online and offline marketing.
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