Dentsu Group Partners with 91APP to Advance a More Comprehensive Brand Retail Media Ecosystem

Dentsu Group Taiwan today officially announced a strategic partnership with 91APP, joining forces to drive innovation in retail media and further strengthen the retail media ecosystem. A launch event was held on March 18, spotlighting the latest trends and future developments of Retail Media Networks (RMN), with case studies from the beauty, fashion, and health industries to showcase innovative applications of “Brand Experience x Media Performance.”

With the rapid advancement of AI and OMO (Offline-Merge-Online) technologies, the retail industry has entered a new era driven by data. Starting in 2024, major retailers and brands have increasingly invested in RMN, making it a focal point in the industry and heralding what many refer to as the “Year One of Retail Media.” Brands are shifting their focus from mere exposure to personalized marketing, precise audience targeting, and deep insights. However, to truly achieve efficient product recommendations, personalized campaigns, and even automated media buying, it is essential to empower AI-driven data strategies and implement fully integrated media planning.

At the event, Dentsu’s media service brands—including Carat, dentsu X, and iProspect—officially launched dentsu Retail, a new offering focused on “Brand Experience x Media Performance.” The initiative aims to help brands maximize the value of data and marketing effectiveness, moving toward a vision of “100% Targetable, 100% Shoppable, 100% Measurable.”

Robin Lu, CEO of Dentsu’s Media Practice, stated:
“As the retail media market rapidly expands, brands are evolving from a focus on exposure to data-driven precision and performance. Through our collaboration with 91APP, we aim to integrate AI and retail data technologies to deliver smarter, more effective solutions. Dentsu remains committed to building a robust media ecosystem that helps brands stay competitive in a time of transformation.”

91APP Chairman, Steven Ho, commented:
“The digital advertising industry is entering a new era with RMNs. Retail AI will empower brands with higher targeting precision and deeper market insights. We are honored to partner strategically with Dentsu to create a more comprehensive retail media solution—enhancing customer experiences while delivering greater market value for clients.”

Sean Wang, Convenor of dentsu Retail, added:
“Retail Media Networks (RMNs) are reshaping Taiwan’s marketing ecosystem, becoming a vital bridge between brands and consumers. The collaboration between dentsu Retail and 91APP is accelerating this digital transformation. With AI-driven data and integrated strategies, RMNs will evolve beyond an advertising tool to become a core engine for brand experience and media performance.”

As part of the partnership, Dentsu will leverage its exclusive data resources in conjunction with 91APP’s retail AI platform “jooii.” By applying advanced retail tagging technology, the two companies can more accurately target key audiences and enhance advertising effectiveness—ushering in a new era of AI-powered intelligent advertising. With real-time data computation and behavioral insights, brands can optimize their ad strategies on the fly, enabling dynamic personalization and significantly improving conversion rates and marketing ROI.

As consumer behaviors continue to evolve, it is imperative for brands to incorporate AI and OMO into their strategies to elevate operational efficiency and customer experience. Through this in-depth collaboration, Dentsu and 91APP are committed to delivering more complete retail media solutions, empowering brands to navigate market shifts, enhance competitiveness, and accelerate the intelligent evolution of retail media.