Other agencies have the same idea – GroupM’s mPlatform started making noise in 2016. IPG Mediabrands’ AMP uses an Acxiom-created universal ID for its buying platform. Publicis’ Spine focuses on a Publicis-generated ID.
Dentsu Aegis’ AdTech Integrations With Publishers Take Off
Dentsu Aegis Network has spent the past year furiously integrating with publishers so advertisers can target consumers using PII-based identifiers.
These identifiers let Dentsu clients target more precisely, consolidate reach and frequency management around a single ID and optimize marketing spend. Advertisers get the benefits of walled gardens without the wall. The program, known as Publisher Addressable Marketplace (PAM) by publishers and M1 by advertisers, had three beta clients during Q1 of 2017 and now has 30 advertisers on board.
Meanwhile, publishers participating in PAM have tripled from last year and now include big names like Pandora, AOL, Time Inc., Conde Nast, CBS Interactive and Weather. That growth means advertisers can now buy across more publishers than they could just one year ago.