IPG and Millennial Media pair up for customised research capabilities

Interpublic Group and mobile advertising platform Millennial Media have entered into a year-long global strategic partnership.It will be led by IPG Mediabrands, the global media holding company of IPG, and will include all IPG creative, digital, marketing services and media agencies. As part of the agreement, IPG agencies and the respective clients will be eligible for custom research and access to Millennial Media's scalable mobile data capabilities and a first look at the platform's new products.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 also be integrated with Millennial Media’s programmatic offerings.“We are adopting mobile programmatic technology as an effective way to bring scale to our clients’ investments,” said David Cohen (pictured), 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.”Carrie Seifer, senior vice president, global strategy, Millennial Media, said that 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. 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,” Seifer added.