Dentsu Canada and Optable Announce Innovative Partnership

In a world where brands are losing signals from cookie deprecation to increasing privacy laws - highly awarded Dentsu Canada announces partnership with industry leading Optable. 

Walter Flaat, chief product officer, Dentsu Canada said, “Working with an industry leader like Optable is a dream come true. Their shared innovative spirit has already resulted in a new solution we’ve begun testing with dentsu clients. 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. The results thus far have been incredible, and we cannot wait to continue to innovate and impact our client’s business.”

A recent and important output of this partnership is Merkury, an open, interoperable  enterprise identity and data platform which allows for ID ownership, orchestration of total  experience, superior site identity, martech and real-time ID and data portability and media  connections to any platform. Merkury leverages decades of dentsu’s investment in  understanding Canadians better than anyone else while enabling a shared language of  consumer understanding into the local marketing ecosystem and is powered by Optable clean room capabilities avoiding agency lock-in stipulations. 

“For brands, navigating this modern-day media ecosystem can be challenging, said Vlad  Stesin, co-founder and chief strategy officer, Optable, “so working with an innovative partner, like dentsu, and with a team that truly understands client’s business problems and media pain points were critical in developing an easy-to-use solution that delivers results. Together, we are able to help brands to gain deep insights about their customers and prospects in a way that is both actionable and secure.” 

Read more about the product offering here.