As marketers push for clearer performance signals across fragmented media environments, access to verified purchase data is becoming a critical advantage for campaign activation and measurement. In that context, Attain, a leading commerce data platform focused on permissioned transaction intelligence, has announced a new integration with dentsu.Connect, dentsu’s core technology platform, aimed at improving outcome driven advertising across screens.
The partnership enables dentsu.Connect to access Attain’s real time panel of verified consumer purchases, which is positioned as the largest of its kind in the industry. By connecting this dataset directly into dentsu’s identity graph and person based consumer data, advertisers gain the ability to plan and activate campaigns using deterministic purchase signals rather than modeled or inferred behaviors.
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Attain’s dataset is built from actual transactions and designed to deliver immediate visibility into what consumers buy and when they buy it. Through the integration, dentsu clients can apply these insights during planning and activation, helping improve precision, reduce wasted spend, and align media investment more closely with business outcomes. For brands navigating tighter budgets and rising accountability, the ability to link exposure to purchase behavior is becoming essential.
“This partnership brings the power of verified purchase data directly into the heart of media activation,” said Brian Mandelbaum, CEO at Attain. “By combining dentsu.Connect’s person-based consumer IDs and data with Attain’s scale and fidelity of purchase data, we’re redefining what’s possible in performance-driven marketing.”
Beyond planning and activation, the integration supports in flight optimization and closed loop measurement. Brands can connect live purchase signals to digital screens and evaluate results with greater speed and accuracy. This capability allows advertisers to adjust campaigns while they are running, using real outcomes rather than proxy metrics to guide optimization decisions.
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For dentsu, the announcement reinforces its strategy of building an open ecosystem that brings together best available data and technology partners. “This partnership reflects dentsu’s commitment to accelerating client growth through an open ecosystem of industry-leading integrations,” said Gerry Bavaro, Chief Solutions Officer, dentsu Data & Technology. “By integrating best-in-class technologies and data like Attain’s, we’re building bridges, not walls, giving clients first-mover access that delivers measurable growth when every brand is looking for an edge.”
The timing is significant as agencies and advertisers face growing pressure to prove effectiveness across connected television, digital, and emerging channels. Activating against proven purchase behavior rather than demographic assumptions can help brands move closer to true outcome based marketing.
By integrating Attain’s deterministic purchase intelligence into dentsu.Connect, the companies are signaling a broader industry move toward accountable, purchase driven activation. As the role of the commerce data platform expands, partnerships like this may shape how agencies deliver measurable growth and how brands connect media investment directly to real consumer outcomes.
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