IPG Mediabrands isn’t holding back when it comes to committing to the automated future. The agency says that after months of negotiations they have brought together a consortium of ‘like-minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model.
The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before.
“We estimate that about half of the annual media investments will be delivered via more automated channels by 2016. The good news is that our charter members were quick to sign on to develop a plan forward. Our goal is to ignite real change in the way media is transacted for the industry. I look forward to other industry leaders joining this consortium to help move the industry forward,” added Tim Spengler, Worldwide CEO, Magna Global.
IPG also say their programmatic play will enhance the targeting of their content marketing, “With the recently launched Mediabrands Publishing unit alongside the wider automation platform, we become even better at delivering the stories that matter most to the people to whom they matter,” Matt Seiler, Global CEO, IPG Mediabrands.