Today, Dentsu Aegis Network announces that Time Inc., a leading multi-platform consumer media company, has joined its Publisher Addressable Marketplace (PAM), in which premium publishers make their inventory available addressably via the network’s people-based marketing platform, M1. M1 provides direct publisher integrations with the world’s leading publishers, giving clients even greater ability to use their own consumer data to reach their audiences seamlessly, in a premium, brand-safe environment.
Time Inc.’s premium, trusted content brands and large scale creates significant first-party data which expands the individual reach of PAM and further strengthens M1 as the largest people-based platform in the US. Time Inc. contributes:
- 168 million unduplicated reach (nearly 7 in 10 Americans)*
- 106 million mobile unique IDs (1 in 2 US mobile consumers)*
- 51 million millennials (nearly 7 in 10 Americans)*
*Source: 2017 comScore Multi-Platform//GfK MRI Media + Fusion (06-17/F16) and comScore Mobile Metrix, August 2017
Publisher Addressable Marketplace (PAM) enables a two-way, cookie-less ID sync between M1™ and media owners. This provides the industry’s highest standard of targeting and measurement based on known people. PAM facilitates matching these authenticated users directly with publishers via guaranteed and programmatic channels. This gives clients lift in performance, virtually eliminates ad fraud, and addresses brand safety concerns with access to premium inventory.
“We are excited to welcome Time Inc. into M1, as we bring true one-to-one addressability to all Dentsu Aegis Network clients,” said Charlie Weiss, GM/SVP, media solutions, M1 at Dentsu Aegis Network. “Our partnership with Time Inc. provides brands with greater scale and a more in-depth understanding of their known customers, while delivering access to unknown customers at scale.”
“Joining forces with Dentsu Aegis Network’s M1 PAM enables us to enhance our people-based targeted offerings and make more data-driven solutions available to a wider advertising audience,” said Judith Hammerman, senior vice president, data commercialization and programmatic sales solutions, Time Inc. “Together with M1, we’re pleased to seamlessly unlock greater insights, higher-level activation, and better measurement for our customers.”
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximise the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.