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.
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.
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 Kyiv, London, New York, Paris, Sao Paulo, Shanghai, Singapore, Sydney, Tokyo, Toronto and offices across the United States.