Dentsu Aegis Network Acquires Accordant Media
- by Radu Cotarcea
Dentsu's shopping spree continues with the company announcing on September 2 that Dentsu Aegis Network has acquired US-based audience data management company Accordant Media.
Founded in 2010, Accordant focuses on automatic optimization of programmatic digital advertising. The company's proprietary Accordant ATS audience targeting system can integrate first-party data (data held by clients), second-party data (data on companies gathered by Accordant), and third-party data (external data), and then deliver effective results across programmatic delivery channels such as display, mobile, video, SNS, and email.
According to Dentsu’s press release, Accordant will integrate with "Amnet, Dentsu Group's trading desk which is part of its media investment platform Amplifi, in order to link data organically across the group and to deliver targeted digital advertising more accurately." Both the Amnet and Accordant brands will be operational in the US, "working with other group companies to create synergies and expand the group's presence in the US market.”
The announcement follows the recent Dentsu acquisitions of the US independent data marketing agency Merkle Group (reported on by Savage Intel on August 9, 2016) and of German Markenloft (reported on by Savage Intel on August 19, 2016).