Case Study: Dentsu achieves privacy-safe audience targeting with Permutive

Dentsu reaches 100% of available audiences with Permutive

Dentsu, a global media and digital marketing communications company, faced the challenge of preparing its clients for a future without third-party cookies. They needed to develop effective, privacy-safe targeting strategies that did not rely on traditional tracking and sought to retain control over their data and deal creation processes within their own Dentsu Media Exchange (DMX) platform. They partnered with vendor Permutive and its Audience Activation Platform to address this.

Permutive provided a solution by leveraging its network of premium publishers to access scalable first-party audience data, including contextual, declared, behavioral, and purchase signals. For a specific Father's Day campaign, Permutive curated targeted audiences that were then used by Dentsu for programmatic buying. The results showed that these curated audiences outperformed traditional cookied audiences, achieving the highest scores in Integral Ad Science's Quality Attention categories for visibility and situation, which measure metrics like viewability and ad density.

Dentsu