IPG Rolls Out Data Management Platform in Tie-up with MediaMath
Mumbai: IPG Mediabrands, one of the top media agency networks in India, has launched a new data management platform (DMP) in partnership with international technology company MediaMath.
The DMP will help clients (advertisers) to target audiences creatively as well as programmatically, integrating into Cadreon, which is Mediabrands’ existing real-time marketing and programmatic buying unit.
“We will be able to activate and adapt communication on a real time basis to match speed of the target audience. Data will be at the centre of all marketing activations. Marketers will be able to control the campaign in terms of better targeting, communication, etc on a real time basis,” said Amar Deep Singh, chief executive, Interactive Avenues. He said DMP will use machine learning and data science to drive responsive audiences to close the loop. “DMP will enable us to acquire new customers, re-engage lapsed customers and upsell and cross sell,” he added. Customers are increasingly demanding unique brand experience with personalised messaging at the right moment. But one of the biggest challenges today is the gap between planning and buying audiences and the audiences who actually engage with the brands.
On the decision of partnering with MediaMath, Singh said their solutions fit best with company needs. The tech firm has also launched the MediaMath Audiences product in India, which is built on the backbone of real-time consumer behaviours across the web.
This enables three possibilities for marketers in India — lookalike audiences, targeted audiences and audience scoring.
Rahul Vasudev, managing director, MediaMath APAC, said, “Through the DMP, we are helping clients optimise prospecting campaigns with lookalike audiences at scale and to boost their re-marketing campaigns with informed scoring. Targeting past site visitors isn’t enough these days. We enable clients to adjust bid strategies and messaging based on customers’ actual online activity across all devices and channels.”
The platform, will help advertisers target audiences creatively in real time