Two prominent advertising networks have made moves to partner with audience insight companies as part of the digital ad measurement and targeting arms race.
In practice, IPG Mediabrands has formed a partnership with Acxiom to further its data and analytics capabilities. Further to this, Publicis Media also has teamed with GlobalWebIndex to build a more complete picture of audiences.
The Mediabrands deal will power activity in a number of marketings, including the US, UK, China, India, and Japan, with Arun Kumar, global chief data and marketing technology officer hailed the move. He added: "It is enabling our portfolio of agencies to provide the highest level of client advisory services and people-based marketing solutions”.
Meanwhile the Publicis Media/GlobalWebIndex tie-up bridges “a significant gap in consumer knowledge and intelligence,” according to Kate Sirkin, practice lead, analytics and insight Americas and audience insight global, Publicis Media.
Tom Smith, GlobalWebIndex founder and chief executive, said that understanding audiences drives every decision the company makes. He added: ”By linking the most detailed audience dataset ever created to activation and measurement, we are closing the loop on audience planning.”
Both moves are indicative of a wider trend of industry acquisitions in pursuit of great intelligence and stronger, more transparent ads. Earlier this week, Nielsen acquired Visual IQ to more effectively process large data. The separate moves also echo GroupM rolling out its [m]platform late last year, which similarly promised clients a ‘universal ID’ to help them track audiences across screens, as well as the internet’s various content ecosystems.