Dentsu and Evidenza Join Forces to Bring Synthetic Audiences into the Future of Media Planning

Dentsu has announced a strategic partnership with Evidenza to usher in the next generation of media planning, purpose-built for the demands of the Algorithmic Era. This collaboration integrates Evidenza’s cutting-edge synthetic research platform with dentsu. Audiences, which includes the network’s proprietary CCS panel dataset, enabling media teams to drive deeper, faster, and more agile insights and activation.

At the core of this innovation are synthetic audiences—AI-generated digital profiles that closely replicate real-world consumer behaviors and preferences. These virtual cohorts offer a flexible, cost-effective, and rapid alternative to traditional audience research methods, giving strategy and planning teams a powerful tool to get closer to their ideal customer profiles. The result: deeper intelligence, faster segmentation discovery, and accelerated time-to-market for brands.

“This partnership marks a pivotal step in transforming how brands move from insight to activation,” said Shirli Zelcer, Chief Data & Technology Officer, dentsu. “The innovation of combining Evidenza’s AI-powered synthetic audiences with dentsu.Audiences delivers greater precision, speed, and agility in planning and activation. Early results show an 0.87 correlation with traditional research—proving we can match the rigor of legacy methods while accelerating time to value and unlocking new growth opportunities.”

By aligning data, media, and creative workflows, the partnership creates a more unified planning ecosystem that enhances audience relevance across every stage of the customer journey. This integration empowers brands to design and deliver more personalized, connected experiences that are both impactful and efficient.

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“Our ecosystem of industry data and technology partners is critical in helping deliver accelerated growth for clients,” said Will Swayne, Global Practice President – Media and Integrated Solutions, dentsu. “Where others are putting up walls, dentsu is building bridges with best-of-breed innovators like Evidenza, giving our clients the edge they need in the Algorithmic Era. The integration of synthetic audiences into our strategic planning workflows is only possible because of dentsu’s mindset, underpinned by a cross-practice culture of experimentation.”

The partnership also holds significant promise for sectors that have traditionally faced longer lead times in marketing execution—particularly B2B and luxury. Through this model, marketers in these categories can now apply the responsiveness and dynamism more commonly associated with consumer-focused strategies.

“This partnership represents a significant advancement in marketing planning across all categories, with particular benefits for B2B and luxury brands,” said Peter Weinburg, co-founder, Evidenza. “By combining dentsu’s media scale and data with Evidenza’s synthetic research technology, we’re able to dramatically reduce the time from insight generation to campaign activation. This enables B2B marketers to achieve the speed and agility typically associated with consumer marketing while maintaining strategic rigor.”

As media planning enters a new chapter shaped by AI, this alliance signals a shift toward scalable, insight-driven, and truly adaptive audience strategies—paving the way for smarter campaigns and sustained growth.