Data Sciences Division of DAN unveils gaming demand-side platform Dentsu Play

The Data Sciences Division of Dentsu Aegis Network (DAN) India has launched gaming demand-side platform ‘Dentsu Play’. With Dentsu Play, DAN’s Data Sciences Division aims to strengthen the group’s programmatic and tech offerings and in-turn, help brands better connect with audiences in a unified manner. According to the agency, pegged at a US$70 plus billion-mark, e-gaming is currently one of the fastest growing categories in content consumption and industry size in Asia; and now, with most of the countries under a lockdown, the category has been propelled into further growth in terms of time-spent and user engagements. DAN – South Asia chief executive officer, DAN programmatic and chief data officer Gautam Mehra, said, “Dentsu Play will overlay complex machine learning algorithms to better segment audiences and identify opportunities that yield maximum value for brands as well as gaming partners integrated with the ecosystem. It will also be capable of serving completely playable ads that have known to have high engagement rates and are a capability of only a handful of DSPs that exist today. Dentsu Play will bring to the forefront better control over performance and insights, whilst ensuring the best of technology deployed to ensure brand safety and transparency.” DAN, Asia Pacific,vice president, commercials and partnerships, Amplifi Sunil Naryani said, “The pace at which gaming and e-sports in the Asia Pacific region is growing is absolutely phenomenal. New startups are mushrooming the space every month. The industry has already attracted some of the biggest names in the global ecosystem such as Youzu, Nazara, Unity Tencent and Alibaba investing in it and has over 500 game development companies actively invested. Forging a unique and one of a kind partnership with Unity Technologies, Dentsu Play will expand the network’s capabilities in programmatic gaming with the ability to deploy engaging creatives at scale across the APAC region.”