IPG Mediabrands, the media-buying unit of advertising-and-marketing-services holding company Interpublic Group, has struck a partnership with ad-tech firm Acxiom that will help advertisers place commercials with better precision with use of data about consumers.
IPG Mediabrands, which operates media-buying units like Universal McCann and Initiative, said the partnership represented its largest analytics alliance to date, and would be utilized in 14 different markets, including Australia, Belgium, Canada, China, Denmark, France, India, Italy, Japan, Mexico, Netherlands, South Africa, United Kingdom and the United States. Arun Kumar, who in March 2017 was named IPG Mediabrands’ first global chief data & marketing technology officer, will oversee the new alliance.
“In an ever-evolving media landscape, data continues to underpin our business solutions for clients,” said Philippe Krakowsky, chairman of IPG Mediabrands and chief strategy officer for
Interpublic Group. “This global partnership will keep Initiative, UM, Reprise and all of Mediabrands on the leading-edge when it comes to data and analytics.”
The partnership spotlights a growing dependence on new kinds of consumer measurement and information as more people turn to digital media for entertainment and information. Because more video is being delivered to consumers via digital means, marketers have new opportunities to place ads in ways that align more specifically with particular groups of audience.