IPG expands RTB platform in Hong Kong

IPG Mediabrands will open up its real-time bidding service to all Hong Kong clients from April, following a soft launch earlier this year.Cadreon, which operates as part of the Mediabrands Audience Platform, integrates technology and audience data to allow marketers to engage audiences in a real-time environment, depending on audience engagement.Cadreon has been in operation in Hong Kong since the beginning of the year, but will open to all advertisers from April.The launch expands IPG's footprint in Hong Kong, which includes agencies under the Mediabrands umbrella UM, Initiative and search specialist Reprise Media.