MUMBAI: Amnet, the programmatic expert from the house of Dentsu Aegis Network, has partnered with zeotap to deliver healthier campaign results to advertisers through the combined use of their innovative digital strategies and zeotap’s best-in-class targeting data. For the record, zeotap is a deterministic identity platform and data provider that has now become the leader in sourcing, refining and distributing high-value data from enterprise sources.
Under this partnership, Amnet and zeotap will work together to reach the right target audience, expand the horizon of targeting capabilities and thus, further leverage the untapped audiences. Thanks to zeotap's deterministic mobile data at scale, Amnet will now be able to curate a custom data segment for the client and targeted niche audience in real-time.
Amnet's mission is to build and leverage data that shall deliver more meaningful and personalised messaging insights. zeotap has access to unique profiles through socio-demographic and raw app usage data as well as purchase intent data. Its data has proven to exceed market benchmarks upto 6 times on measured demographic On-Target Percentage (OTP) and other key performance indicators.
The company has also conducted A/B testing with various audience buckets from zeotap and other audience sets to identify the potential users. Here, the collaboration for brands across the Dentsu Aegis Network clients has resulted in decreasing the client's campaign cost per click (CPC) by 46 per cent, with an uplift of 75 per cent on viewability and +162 per cent in CTR - compared to other non-zeotap audiences.
Speaking on the association, DAN Programmatic CEO and Dentsu Aegis Network chief data officer Gautam Mehra said, “The problem with the programmatic space in most of APAC is that there are too many low-quality data providers to really leverage what the technology can deliver. The key reason we are excited about our partnership with zeotap is that this will be the perfect marriage of deterministic targeting with the layering of our proprietary programmatic tools and systems of Amnet. This combination leads to significantly greater ROI for clients and offers a serious alternative to the walled gardens.”
Commenting on the association, Amnet India vice president Salil Shanker said, "In the digital marketing landscape, brand strategies have seen a shift from being focused around media-first approach to data-first approach. This way of working is more efficient in terms of the brand's return on investments and leads to more media efficacy.”
“At Dentsu Aegis Network, we deliver solutions from the data lens to enhance brand experiences for consumers and hence, higher returns on investments for brands. The intelligence to media buyers comes from the ability to evaluate each impression on its merit. The evaluation is possible because of data. Partnering with zeotap will refine the complexity of using a plethora of data to target the right audiences by sourcing deterministic data from telecom operators. It is a great partnership with zeotap for better targeting, building insights and connect solutions to our brands to deliver better results,” he added.
zeotap India country manager Neeraj Singhal said, “Accuracy, transparency, and results are what we stand for. And because of this, global companies like Unilever, Mercedes-Benz and RedBull are already working with us. Our partnership with Amnet is a great step forward to keep serving the largest Indian brands beyond targeting while making sure that they get the quality and results they deserve.”
