Dentsu Canada and Optable have teamed up to create Merkury, a flexible data and identity platform. Merkury lets users manage their own IDs, connect data across different sites and marketing tools, and link to media on any platform in real time. The open, interoperable identity and data platform allows for transparent, privacy-safe data collaboration such as peer-to-peer, co-op and other data collaboration features to amplify scale and align with Canadian and international media partners. Media buys can be activated directly from the platform.

The companies say the platform combines Dentsu’s decades of experience understanding Canadians with Optable’s secure data-sharing technology. The data is sourced from the combination of proprietary and partner data across markets and inclusive of more than 10,000 consumer data attributes.

The platform facilitates the sharing of personal data without sharing personal data. The data that’s shared represents an individual but without personal identifiable information. It includes attributes such as behaviourial drivers, media consumption and behaviour, decision making and process, and lifestyle and values. The Merkury user’s data can then be shared and matched with similarly enriched data from other Merkury or Optable clients.

“[Optable’s] shared innovative spirit has already resulted in a new solution we’ve begun testing with Dentsu clients,” says Walter Flaat, chief product officer, Dentsu Canada. “This solution is bespoke and custom to our clients’ existing profiles, connecting their IDs and partner IDs to deliver addressable audiences and most importantly locally relevant insights.”

With Merkury, Dentsu says its clients across the globe can see an estimated 25% lift in return on ad spend, a 20% improvement in audience engagement, and a 30% uplift in identified customers driven to a website. The Merkury platform is comprised of Merkury Enterprise, Merkury, as well as Merkury Flash, which is a clean room meant for temporary use.

Merkury’s features let brands create detailed audience segments based on factors like psychology, decision-making styles, media habits, and personal interests. It also helps brands develop a deeper understanding of Canada and its diverse communities, beyond just basic audience segments.