What happens when partners don’t just plug in, but operate as important value drivers inside your marketing system? This session examines how dentsu.Connect 4.0, a modern internal operating system, transforms collaboration with partners like Amazon and MIQ from basic interoperability to true co‑creation. We’ll explore new ways to unlock partner value, from rethinking how datasets are combined and activated to powering always‑on media and creative measurement. The takeaway: partnerships become living systems, not handoffs—driving smarter execution, faster learning, and outsized impact.