Dentsu Aegis Network

One of the world's largest media and marketing services networks, competing with GroupM, Publicis Media, and IPG Mediabrands before rebranding to Dentsu International in 2020.

Dentsu Aegis Network, now operating as Dentsu International, was a multinational media and digital marketing communications company headquartered in London and a wholly owned subsidiary of the Japanese advertising firm Dentsu, which rebranded the network in October 2020.¹ On the ad tech side, Dentsu Aegis Network built deep integrations with publishers to enable advertisers to target consumers using personally identifiable information-based identifiers, allowing clients to consolidate reach and frequency management around a single ID and optimize marketing spend — delivering the targeting benefits of walled gardens without the restrictions.² This capability was delivered through a platform known as Publisher Addressable Marketplace (PAM) on the publisher side and M1 on the advertiser side, with participating publishers including major names such as Pandora, AOL, Time Inc., Condé Nast, CBS Interactive, and Weather.² To further build out its data, analytics, and programmatic capabilities, Dentsu Aegis Network acquired programmatic firm Accordant Media, whose proprietary Accordant ATS technology — encompassing a data-management platform, custom data models, and bidding and analytics tools — was folded into Amnet, Dentsu Aegis Network's programmatic buying offering.³ The network was also expanding into connected TV and OTT inventory channels.² Source 1: wikipedia.org — Dentsu International Source 2: adexchanger.com — Dentsu Aegis' Ad Tech Integrations With Publishers Take Off Source 3: mediapost.com — Dentsu Aegis Network Acquires Programmatic Shop Accordant ...