Note: The Merkle Real Time Identity (RTI) adapter and support for Merkle's M1 graph are currently only available to a limited group of publishers designated by the Dentsu Aegis Network (DAN).
Deals powered by Merkle’s M1 graph are available for select publishers who use the IX Library. Merkle’s M1 graph uses elements of Real Time Identity (RTI) functionality to facilitate audience-based buys using people-based identifiers in private marketplace deals exclusively for Dentsu agencies. Through the IX Library, the Merkle RTI adapter matches users on a publisher’s page to an M1 ID, which enables a deal request for a corresponding audience segment.
Why Did We Build This?
Dentsu agencies have access to the M1 graph, which allows buyers to personalize the ad experience for specific audiences using people-based identifiers instead of cookie-based identifiers (historically associated with devices and environments). Prior to the M1 integration, buyers have only been able to run real-time people-based campaigns on “walled-garden” style platforms.
The Merkle M1 ID via the IX Library unlocks the ability for buyers to access people-based audiences on publishers outside of these walled gardens, increasing reach and scale for audience-based deals. The Merkle RTI adapter reduces reliance on brittle, cookie-based match tables, where spend is limited to users whom both IX and a DSP have matched on. People-based identifiers, such as the M1 identifier, degrade much slower than cookie-based solutions because the M1 ID is resistant to the effects of cookie deletion.
What Are the Benefits of the M1 Graph?
Publishers can expect to benefit in the following ways:
- Revenue. Audience-based deals typically have higher price points, which should yield greater CPMs and revenue for publishers.
- Access. Merkle gives participating publishers access to exclusive deals throughout the Dentsu Aegis Network, utilizing their own data and technology to complete audience-based buys for advertisers.
- Higher bid density. Enriching the data of users on page through people-based identifiers increases bid density for publishers.
Dentsu buyers can expect to benefit in the following ways:
- Premium access. Buyers can exercise custom audience buying across premium publishers outside of traditional walled gardens.
- Scale. Buyers will see improved performance and scale as more of their deals are powered by persistent ID technology, like Merkle. M1 IDs are considerably less fragile than cookie-based IDs.
- Supply. IX and Merkle employ real-time user ingestion, which means many environments are covered, and therefore more of a publisher's supply is eligible for deals.
- Personalized advertising. The M1 ID is a people-based identifier, which means ads can be personalized across different devices and environments.
Users can expect to benefit in the following ways:
- Better ad experience. The Merkle adapter adds no latency to page load, which means the browsing experience is faster and more positive for users.
- Personalized advertising. Users see more relevant ad content from use of the people-based identifiers.
How Can I Leverage the M1 Solution?
This exclusive offering is only available to clients of both IX and Dentsu Aegis Network (DAN) who use the IX Library.
To leverage M1 deals as a publisher, you must:
- Have an existing commercial agreement with Merkle
- Use the IX Library
Once the commercial agreement is complete, publishers will receive a unique key from Merkle to activate the Merkle RTI adapter when toggled on in the IX IX Library UI. The following screenshot shows the Merkle adapter enabled in the IX app.
To leverage M1 Deals as a buyer, you'll need to be an existing client of the DAN. M1 deals follow a specific workflow during set up and follow best practices during flight to ensure successful delivery.
Like what you've read so far? Check out How to Set Up an M1 Deal for more information.