MERCADEO Versión en español
Interpublic and Millennial Media join to create mobile solutions based on data
Patricia Molina| 14 de noviembre de 2014
David Cohen, presidente de Global Partnerships para Magna Global
On November 13, Interpublic Group (IPG) and Millennial Media (MM) announced their global strategic alliance, in which the IPG agencies and their clients-for a year- will enjoy better service custom research, access to solid mobile data capabilities of MM and a first look at the new products of the mobile advertising platform.This union includes all digital marketing services, creative and media agencies. “By working together with Millennial Media, we can take better advantage of contextual, geographic and behavioral data to improve consumer segmentation through devices. At the same time, automation for user acquisition will be used and for retargeting consumers,” David Cohen, president of Global Partnerships for Magna Global, said. In turn, this work together maximizes the power of mobile RTB technology to provide a more sophisticated segmentation and inventory program. Cadreon, the central platform of automated buying of IPG Mediabrands, will be integrated into the programmatic offer of Millennial Media. In addition to this, this global agreement means a major step forward in the automation process of IPG Mediabrands.”Needless to say that we are investing heavily to help accelerate innovation in our industry, and we are proud to carry out this alliance with IPG market right now,” Carrie Seifer SVP of Global Strategy at MM said.
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