IPG Rolls Out Data Man­age­ment Plat­form in Tie-up with Me­di­aMath

The Economic Times - - Brands: Creating Desire - Gau­rav.Laghate@ times­group.com

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

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