Cadreon flexes on programmatic

Pippa Chambers
By Pippa Chambers | 10 April 2015

IPG Mediabrands is set to unveil an “evolved” programmatic offering under its Cadreon business that will allow clients a more flexible way to adopt its services.

While it’s not in a position to flesh out the details yet, these are likely to include a consultancy/training service and a self-serve technology play.

As more client budgets are diverted into programmatic, trading desks and media agencies are all looking to stay ahead of the curve in the rapidly developing automated space.

Cadreon MD Marc Lomas said the business has undergone a restructure into client-specific teams in response to the increasing inclusion of programmatic in the media plan – and to ensure its trading specialists are closer and more engaged with agency strategy and planning divisions.

“The growth of the trading desk in this market has been fast, and the innovation of the trading desk will be even faster,” Lomas said.

“In 2014, we proved that programmatic was an efficient, effective way to buy media and drive results. In 2015, the focus will be on how programmatic connects to the overall media mix, and how this media data can be used to drive real-time decision-making to enhance the path to purchase and complement other forms of media.”

The industry is moving quickly, as recent moves by The Guardian to launch premium private marketplace Pangaea and Southern Cross Austereo's foray into programmatic radio show.

Programmatic is set to be a US$100bn global market by 2020. Many are making moves in TV already. MCN and Adap.tv are to officially launch an offering that brings together online video and TV trading next month.

General manager at Publicis Groupe’s programmatic arm VivaKi, Grace Liau, told AdNews that VivaKi is in the final stages of rolling out its proprietary TV triggering product, AOD Sync, in this market and is close to launching its first programmatic TV campaign.

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