IPG Mediabrands' digital marketing unit Cadreon is partnering with video advertising platform TubeMogul in a bid to ramp up its data-driven television advertising offering.
The two businesses will use their combined technology and data to build a programmatic platform for advertisers.
Arun Kumar, global president at Cadreon, said: “This is a great opportunity for us to continue our leadership position in the automation space by enabling data-driven buying practices on TV. 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.”
Brett Wilson, CEO and co-founder of TubeMogul, said: “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."
Currently, the platform is in beta but will roll out this June. A team of engineers, analysts, and operations from both companies are developing the TV platform.
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