Mediabrands to buy half of media programmatically by 2016, inks TubeMogul deal

By AdNews | 1 October 2013

IPG Mediabrands has reaffirmed its commitment to conduct at least half of its media buying programmatically within three years and has done a deal with TubeMogul to make it happen

The two are pooling their data to improve targetting of programmatic video. The companies announced a global deal today that will have an impact in Australia.

The two firms have worked together for a while. Cadreon, owned by IPG, has been doing business with TubeMogul for some time.

TubeMogul’s technology and inventory is currently integrated into IPG Mediabrands’ global programmatic platforms. That enables clients to access and invest in targeted digital video.

Now, the firms said in a statement, TubeMogul will be integrated into IPG Mediabrands’ custom data stack to provide increased targeting via proprietary data sets.

“IPG Mediabrands has committed to and continues to enhance the automated buying commitment of 50% by 2016," said Nicole Craine, president Mediabrands Audience Platform. "TubeMogul is an important partner for us as we continue to accelerate our growth, globally. Its willingness to embrace innovation and collaborate on new, relevant solutions for our global clients is an integral part of our offering."

“IPG Mediabrands has worked closely with us for over two years in the United States and Australia to develop a video buying platform that meets their unique vision for how programmatic buying can benefit their brand clients, and we are excited to expand our partnership to global markets,” said Brett Wilson, CEO of TubeMogul.

“Adding seamless access to private inventory and cross-inventory GRP optimisation is the next phase of our joint solution that enables IPG Mediabrands to execute campaigns that would not have been possible previously.”

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