Today at Adobe Summit, Dentsu Aegis Network and Merkle announce the integration of the M1™ platform with the Adobe Experience Cloud. M1 leverages our industry leading people-based ID mapped to 242 million U.S. adults enabling persistent ID across device. This integration creates the “M1 Identity Link” – an advancement that forms a direct audience match between the two platforms for activation and measurement across digital and offline channels.
As digital and traditional offline marketing channels are being planned and measured together, marketers are increasingly seeking data solutions that span these two worlds and M1 Identity Link addresses this need.
The M1™ platform, Dentsu Aegis Network’s exclusive marketing platform, enables 100 percent people-based insights, planning, activation, and measurement. M1 is a powerful online and offline platform that leverages a persistent anonymized ID on 242 million adults in the U.S. population — combining over 1,000 attributes for high fidelity, accurate audiences.
By integrating the M1 ID with the Adobe Experience Cloud, a single ID unifies online and offline views for addressable targeting at scale. This allows marketers who work with Dentsu Aegis Network agencies and Adobe to easily manage their data between M1 and Adobe Experience Cloud and enhances the insight gained from existing customers and prospects. It has been shown that high fidelity segments drive higher return on ad spend through greater accuracy of targeting and reduction in ad fraud.
“With a long history of close collaboration between Adobe, Dentsu Aegis Network and Merkle, we are excited that the integration of these two platforms will enable our clients across the network to reach real people at scale in media and achieve better ROI through more accurate targeting,” said David Skinner, senior vice president, Strategic Alliances and Partnerships, Merkle.
“We believe that the future of marketing is people-based and fully addressable,” said John Lee, global president, M1. “The ability for clients to understand their customers’ behaviors across both offline and online media, and reach them effectively with personalized experiences, is critical. This unique collaboration with Adobe and M1 will help our clients reach their customers more effectively across all channels, with less waste and stronger return-on-ad spend.”
“We’re pleased to work with Merkle and Dentsu Aegis Network to help customers drive improved performance of campaigns through accurate targeting of audiences,” said Jay Dettling, vice president, global partners, Adobe. “This is the first step in a long-term data and identity collaboration between Merkle, Dentsu Aegis and Adobe.”
Adobe Experience Cloud is a comprehensive set of cloud services designed to give enterprises everything needed to deliver exceptional customer experiences.
Today, Adobe announced enhancements to Adobe Cloud Platform, the Experience System of Record, to provide a complete, real-time view of consumers along their journeys. Dentsu Aegis Network and Merkle will continue to collaborate with Adobe to ensure our joint customers deliver the best experiences possible to their customers by leveraging a true unified profile.