Dentsu launches Tobiras with Meta’s Advanced Analytics technology to win in the algorithmic era

Dentsu launched Tobiras, a new solution that combines an advertiser’s first party data with Meta’s Advanced Analytics data to deliver new insights that helps clients drive growth and maximise the algorithmic opportunity.  

Built with privacy by design, Tobiras makes it easy to access Meta Advanced Analytics and extract bespoke and actionable insights that are not accessible through the standard Meta business manager UI. It provides teams with more visibility into the impact of media investment across the Meta ecosystem and through the funnel, whilst providing transparency into Meta’s embedded AI products and the Advantage + suite, enabling execution refinement to maximise campaign effectiveness.  

Tests conducted in 2023 showed a 10% improvement in ROI and marketing effectiveness through the use of Tobiras. (source: dentsu Japan).  

Key Features  

• Access to data exclusively available via Meta AA 
• Dashboard providing bespoke, actionable and automated insights: from path to purchase, campaign overlap, ASC+ insight and custom-lift  
• Automated Meta AA onboarding and removal of barriers to entry  
• Automated aggregation of and insight into clients’ valuable 1PD  

Tobiras, a play on Tobira which means door and symbolises a gateway to new opportunities, originates from Dentsu Digital Inc., Japan, the market leader in data clean room utilisation solutions, which has focused on developing capabilities and expertise in the privacy enhancing technology space to enable secure, cookieless data integration and analysis.  

Tobiras democratizes access and adoption of Meta’s Advanced Analytics with a no-code solution that can be used by practitioners - not just data scientists.   

Providing access to data signals only available via Meta AA, Tobiras facilitates the secure use of valuable first party data. The tool unlocks insight into incrementality and performance opportunities that drive optimisation of audience and creative strategies and the refinement of budget deployment. Ultimately, this increases media effectiveness, delivering meaningful business outcomes that impact the bottom line.  

Shun Maekawa, General Manager, Data & Technology Center. Dentsu Inc. said, “With over 1,000 solutions provided annually, through Tobiras we’re mobilising this expertise to enable automated connectivity to our partner’s rich data within a privacy conscious closed loop marketing environment.   

“By simplifying the use of fragmented data and integrating 1^st party data with partner data, we can unearth new insights and provide our clients with a significant competitive advantage in a challenging market.”  

Clive Record, President Global Partnerships and Solution,  dentsu added, “We’re excited about the launch of our latest offering Tobiras, to help advertisers make the most of their Meta advertising. The tool was originally created by dentsu Japan, demonstrating the unique East x West power of dentsu.  This exciting solution is part of a connected slate of tools we’re developing with support from Meta to ensure our clients continue to win in the algorithmic era. 

Tobiras is one of many in a series of products and solutions developed with Dentsu Digital Inc Japan and dentsu’s Amplifi Partnerships team with support from Meta, aiming to deliver marginal gains and commercial returns for our clients and compound dentsu’s position as market leading practitioners of embedded AI.   

Nick Baughan, Meta Director of Global Agencies: We are excited about Tobiras and its potential to help brands leverage Advanced Analytics for actionable insights that drive increasing value from our platforms. 

Following the soft launch across markets within EMEA, APAC and the U.S, Tobiras will be available globally and enhance dentsu’ market leading data and identity platform, Merkury.