The text of the Dentsu Inc. news release distributed on June 6 is as follows.
June 6, 2019
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; President: Yoshihisa Suzuki) today announced the launch of a solution enabling mutual data linkage between the group's proprietary integrated marketing platform, "People Driven DMP®" (※1), and "Salesforce Audience Studio" (※2), one of the Salesforce Marketing Cloud product suite offerings provided by Salesforce.com. This enables deeper understanding of customer needs and preferences at the individual level, building personalized brand experiences and strengthening engagement.
Salesforce Audience Studio, a data management platform, enables the integration of first-party data held by client companies with second- and third-party data obtained externally, serving as a platform to strengthen customer relationships. Similarly, Dentsu Group's People Driven DMP® is a platform that leverages various audience data, media exposure data, purchase data, location data, and more, all centered around the individual (People).
This initiative aims to achieve more detailed capture of customer needs and preferences by interconnecting these two DMPs. This enables advertising delivery and digital promotions that enhance customer engagement. Furthermore, we believe the cookie sync (※3) between both DMPs will facilitate the smooth implementation of advanced marketing strategies.
Moving forward, our group will continue to promote the integration of trusted data and the latest technologies to provide our client companies with more advanced solutions.
※1: People Driven DMP®
People Driven DMP® is the data foundation for People Driven Marketing®, enabling the utilization of audience data from PCs and smartphones, combined with STADIA's TV viewing log data, web ad exposure data, OOH ad exposure data, radio listening logs, panel data, purchase data, location data, and more, all centered around the individual (People). To further strengthen this foundation, we are promoting business alliances through the People Driven Partnership Program. These alliances involve various partners across sectors such as "Media/Content," "Digital Platforms," "E-commerce/Purchasing," "Panel/Measurement," and "Location Information," leveraging data and technology integration.
※2: Salesforce Audience Studio
New name for Salesforce DMP
※3: Cookie Sync
The process of linking encrypted IDs (cookies) assigned when visiting a website or viewing banner ads to cookies issued by a different domain, thereby integrating and managing them.
End
Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0606-009830.html
