Interpublic Group and Millennial Media announced today that they have entered into a yearlong global strategic partnership. As part of the agreement, IPG agencies and their clients will be eligible for greater efficiencies, custom research, access to Millennial Media’s robust and scalable mobile data capabilities, and a first look at the mobile advertising platform’s new products. The partnership, led by IPG Mediabrands, the global media holding company of Interpublic Group, includes all IPG creative, digital, marketing services and media agencies.
This collaboration will leverage the full power of mobile real-time bidding (RTB) technology, delivering superior targeting and retargeting, programmatic inventory and private marketplaces. IPG Mediabrands central automated buying platform Cadreon will be integrated with Millennial Media’s programmatic offerings. This global agreement with Millennial Media marks another significant step forward for IPG Mediabrands’ automation agenda.
“We are adopting mobile programmatic technology as an effective way to bring scale to our clients’ investments,” said David Cohen, Chief Investment Officer, UM and President, Global Partnerships, MAGNA GLOBAL. “Through our collaboration with Millennial Media, we will be able to leverage contextual, behavior and location data to truly enhance consumer targeting across devices, while using automation for user acquisition and for retargeting consumers.”
“The industry is facing a programmatic shift. According to a recent Millennial Media study, roughly 75% of advertisers are buying programmatically - 57% of which are doing so on mobile,” said Carrie Seifer, SVP, Global Strategy at Millennial Media. “Needless to say, we’re making significant investments in helping to accelerate the innovation in our industry and are thrilled to be partnering with IPG at this time in the market. Both companies understand the unique balance of media, technology and people to bring our clients the most exceptional offerings available.”
To kick off the new relationship, Millennial Media and IPG's full-service mobile agency Ansible recently released a joint report, titled, Moms & Mobile – Are We There Yet? Findings from the extensive study provide mobile marketers key insights to better understanding the mobile and cross-screen behaviors of millennial moms and how brands can better program their integrated strategies to win this growing market.