Publicis Groupe Canada has introduced Epsilon ID and Growth OS, two new data-driven marketing platforms built from the ground up by Publicis Media Canada exclusively for the Canadian market. Epsilon ID and Growth OS work together to help advertisers go from defining audiences right through to campaign activation. The two platforms, which offer access to reliable Canadian data, are used mainly for digital online and publisher site buys but can be used for seamless planning of dOOH and CTV campaigns as well.

The new platforms are exclusive tools of Publicis Media Canada and its brands, Starcom, Zenith, and Spark Foundry, in addition to clients and sister agencies within Publicis Groupe.

Epsilon ID is a cookieless data solution that combines proprietary datasets with data partnerships to create a unique audience data graph, enabling marketers to reach over 70% of Canadians. Tested with premier blue-chip clients, Epsilon ID delivered outstanding performance, according to Publicis. Results include 143% and 192% increases in click-through-rates for two campaigns, 60% improvement in video completion rate for another and 400% increase in post-click conversion. Publicis also found the platform extended reach with 28% and 49% increases by reaching untapped audiences.

David Rusli, chief strategy officer of Publicis Media Canada, says, “Epsilon ID unlocks opportunities across the entire marketing landscape. On the media side, it allows us to tailor addressable audiences to clients’ unique needs rather than relying on preset audience sets. On the creative front, it empowers our teams to deeply understand audience interests, behaviors, and psychographics to build more relevant campaigns.”

Additionally, Growth OS is an end-to-end platform that addresses audience translation issues and inefficiencies arising from managing multiple media buying and planning tools. Designed to foster collaboration among teams and streamline workflows, it empowers marketers to make data-driven decisions with ease.

Publicis Media represents global agency brands Starcom, Zenith and Spark Foundry across 100 markets. The agency works with major brands such as TD Bank, Kellogg’s, FCA, Samsung, Novartis, Walmart, GSK and Disney.