Interpublic Group (IPG) and Millennial Media, a mobile ad firm, on Thursday announced a yearlong global partnership. IPG agencies and their clients will have access to Millennial’s Media’s ad exchange inventory, which includes Nexage, the mobile ad exchange Millennial recently acquired.
Additionally, IPG agencies and clients will have “first look at [Millennial’s] new products,” per a release.
Cadreon, IPG Mediabrands’ trading desk, will be integrated with Millennial’s programmatic exchange. IPG Mediabrands calls the partnership “another significant step forward” in its quest to automate 50% of its business, a plan first spelled out halfway through 2013. The partnership with Millennial has a clear focus on mobile programmatic.
“We are adopting mobile programmatic technology as an effective way to bring scale to our clients’ investments,” stated David Cohen, chief investment officer at UM and president of global partnerships at Magna Global.