Cadreon, the digital marketing services platform of IPG Mediabrands,
announced today that the company has entered into a partnership with
TubeMogul (NASDAQ: TUBE), a leading enterprise software platform for
video advertising, to build a custom advanced TV automation platform.
The two companies will apply best-in-class technology from TubeMogul and
data intelligence from Cadreon to jointly build an automation system to
scale automated buying efforts in TV, creating a proprietary
inventory-agnostic, demand-side platform for TV.
The software platform will integrate data from the Audience Measurement
Platform (AMP), IPG Mediabrands’ proprietary data stack for targeting,
combining brand data with set-top box data, household viewership, and
purchase data. The platform will provide a more automated solution for
TV buying, with a custom-designed interface to increase the efficiencies
Cadreon can deliver to IPG Mediabrands’ clients. The platform will be an
exclusive partnership between Cadreon and TubeMogul.
“This platform is wholly focused on our clients’ needs, rather than one
specific media vendor. Today, there’s no automated system to access TV
inventory from multiple suppliers, and our clients will be the first to
receive the benefits of automation for this part of the market,” said
Henry Tajer, Global CEO of IPG Mediabrands. “This is a great opportunity
for our clients to apply and leverage sharp audience segments to TV
buying. As an industry, we can be smarter with TV, where a giant portion
of our clients’ media investment currently sits, and this partnership
gets us there.”
“This is a great opportunity for us to continue our leadership position
in the automation space by enabling data-driven buying practices on TV”,
said Arun Kumar, Global President at Cadreon. “This is a client-oriented
investment that delivers efficiencies on the buy-side and is an
indicator of how we want to work with ad tech companies to solve
problems and ultimately improve returns for our clients,” Kumar added.
“We are proud to collaborate with longtime partner Cadreon in building
this platform for IPG Mediabrands clients,” said Brett Wilson, CEO and
Co-Founder of TubeMogul. “The partnership is a natural fit, combining
our experience in developing enterprise software with Cadreon's
expertise and IPG Mediabrands’ scale and proprietary data. It’s a
formidable combination that we believe will lead to broader adoption of
automated, data-driven TV buys."
A specialized, cross-functional team of engineers, analysts, and
operations from Cadreon and TubeMogul are dedicated to co-developing the
advanced TV platform. The platform is in beta and will roll out fully in
June 2015.
About IPG Mediabrands
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all
of its global media related assets. Today that means we manage and
invest $37 billion in global media on the behalf of our clients, employ
over 8,500 diverse and daring marketing communication specialists
worldwide and operate our company businesses in more than 130 countries.
A proven entity in helping clients maximize business results through
integrated, intelligence-driven marketing strategies, IPG Mediabrands is
committed to driving automated buying, pay-for-performance and digital
innovation solutions through its network of media agencies including UM,
Initiative, BPN, Orion Holdings, and ID Media. Its roster of specialty
service agencies including Magna Global, Ansible, Mediabrands Audience
Platform, Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity
offer technologies and industry moving partnerships that are recognized
for delivering unprecedented bottom line results for clients.
About Cadreon
Cadreon is a specialized digital marketing services platform that
integrates technology, data, inventory and human intelligence to reach
and manage the most profitable audiences for our clients. Cadreon
operates worldwide in 68 markets.
About TubeMogul
TubeMogul (NASDAQ:TUBE) is an enterprise software company for digital
branding. By reducing complexity, improving transparency and leveraging
real-time data, our platform enables advertisers to gain greater control
of their video advertising spend and achieve their brand advertising
objectives. TubeMogul was incorporated in 2007 and is based in
Emeryville, California with operations in New York, London, Singapore,
Tokyo, Sydney, Toronto and offices across the United States.
Copyright Business Wire 2015