IPG Mediabrands' mission to automate 50% of its media buying by 2016 via the Magna Consortium might be an ongoing challenge, but that hasn't stopped the global media holding company from striking, or in this case, extending, partnerships. The company on Monday extended a non-exclusive partnership with programmatic video advertising company TubeMogul.
The partnership will bring IPG Mediabrands' programmatic buying platform into the UK, Japan, and Australia.
TubeMogul's technology and inventory is already integrated
into IPG Mediabrands' global programmatic platform, but the next phase will be the integration of TubeMogul into IPG Mediabrands' custom data stack, according to the release.
“IPG Mediabrands has worked closely with us for over two years in the United States and Australia," stated Brett Wilson, CEO of TubeMogul. He added, "…we are excited to expand our partnership to global markets."
Nicole Craine, president of Mediabrands Audience Platform, stated, “IPG Mediabrands has committed to and continues to enhance the automated buying commitment of 50% by 2016."