Dentsu and VideoAmp announced activation enabling dentsu?s US media agencies to seamlessly guarantee strategic audience buys across seven major media portfolios including A+E Networks, FOX, Hallmark Media, NBCUniversal, Paramount and Warner Bros. Discovery, among others. Through dentsu?s Data Enabled Linear TV Activation (DELTA) platform, powered by VideoAmp?s big dataset, clients can now transact and guarantee on the same advanced audiences built within dentsu?s Merkury ecosystem that they currently plan and optimize against, with seven major publishers.

This new activation is already being utilized with clients further helping advertisers to drive better outcomes and higher return on ad spend. DELTA leverages VideoAmp to provide advertisers with a unified solution for planning and measurement, and access to currency-grade data and insights. This results in a more effective way to optimize media spend and reach an advertiser?s target audience across premium publishers.