IPG Mediabrands-owned trading desk Cadreon has signed a global deal with programmatic buying platform Rocket Fuel to boost its cross channel results.
The deal will see Rocket Fuel enhance IPG Mediabrands' audience measurement platform (AMP) by building on its audience segments and allowing it to analyse audience availability with offline data match; linking offline data and first-party CRM data with online cookie data.
Cadreon global president Arun Kumar said the deal marks “the next step of its partnership with Rocket Fuel.”
“It gives our agencies a new way to carry out marketing initiatives across display, mobile, video and social channels, automating bidding levels and impression distribution to achieve desired performance,” Kumar said.
The deal will also extend to partnerships in Australia.
Newly appointed Cadreon Australia MD Jessica White said Cadreon will be introducing these new capabilities internally and to its clients.
“This new level of partnership with Rocket Fuel brings us new capabilities and accuracy in targeting our audiences across a full array of digital channels, including addressable paid and owned platforms,” White said.
Rocket Fuel Australia MD JJ Eastwood added: “Cadreon are well recognised as one of the most established and innovative trading desks in Australia. We are excited to be partnering with them as they continue to push the boundaries of data-driven marketing.”
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