IPG’s Cadreon teams up with TubeMogul to bolster programmatic TV offering

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.

Sign up for The Drum's Daily US newsletter to keep up with the latest in American marketing and media

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.