Interpublic Group and Millennial Media have announced a year-long global partnership.
As part of the agreement, IPG agencies and their clients – including L’Oreal, Coca-Cola, Walmart and AB InBev – will receive access to Millennial Media’s mobile data resources, and a first look at the mobile advertising platform’s new products.
The partnership, led by IPG Mediabrands, the global media holding company of Interpublic Group, includes all IPG creative, digital, marketing services and media agencies.
IPG Mediabrands central automated buying platform Cadreon will also be integrated with Millennial Media’s programmatic offerings as part of the agreement.
David Cohen, chief investment officer at UM and president of global partnerships at Magna Global said: “We are adopting programmatic technology as an effective way to build scale with our clients’ mobile investments.
“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 at Millennial Media, added: “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.”