MERCADEO Versión en español
Magna Global partners with Adap.tv to create the industrys most complete programmatic buying platform for video advertising
20 de agosto de 2013
As part of its express commitment to deliver a 50-percent automation of its buying process by the year 2016, Magna Global, the investment unit of IPG Mediabrands, announced a new partnership with the global video advertising platform Adap.tv.The joint venture will bring Magnas full targeting power to the world of video, guaranteeing better, faster and more efficient results for clients of IPG Mediabrands.The Magna Audience Measurement platform, or AMP, offers clients the advantage of more targeted planning, buying and optimization on all video outlets. Through a customized collaboration with Adap.tv, Magna will expand it AMP capabilities through the creation of the industrys most complete programmatic advertising platform for video, which can measure and optimize business metrics across all screens including TV, tablets, mobile and online.What we know now, after two years of successfully deploying AMP across our clients digital media buys, is that we can increase their value return by 20 to 40 percent. Now, with Adap.tv we can bring these kinds of returns to TV and IP-delivered video at scale said Kristi Argyilan, president of Magna North America.For his part, Adap.tv President Toby Gabriner said that marketers want to reach increasingly fragmented audiences at scale across mobile, digital, TV and whatever else comes along; this partnership with Magna delivers that solution to IPG Mediabrands clients, allowing advertisers to stay focused on delivering the right creative and messaging to their intended audiences.
