Interpublic’s Mediabrands unit has formed an alliance with more than 15 television networks to develop and organize data and technology that would enable the agency and its clients to buy their advertising inventory programmatically. The initiative, which is being led by Mediabrands’ Magna Global unit, so far includes more than 15 networks, about half of which are not even measured by Nielsen.
“This project enables IPG Mediabrands to reach a wide variety of audience-rich networks that are vital to our efforts around programmatic,” Magna Marketplace Executive Vice President Todd Gordon said in a statement announcing the coalition this morning.
Details of how how the coalition would work were not disclosed, but Magna said the goal is to identify and unlock “audiences via a data-driven approach.”
The initiative builds on a broader push by Magna to organize consortia of media suppliers to develop a programmatic, audience-based media trading infrastructure, and is part of the holding company’s pledge to automate 50% of all its North American media transactions by the end of this year.
TV networks participating in the audience data coalition include ASPiRE, Bounce, Crossings TV, Fuse, Music Choice, NUVOtv, Outdoor Channel, Outside TV, Ovation, Reelz Channel, REVOLT, RFD TV, RLTV, and UP TV.
Magna said the goal is to work with the participating networks to develop a “formal programmatic partnership” with the agency; use technology, data and automation to “bring digital principles to national TV; and share insights and best practices on how to target consumers better.
Specifically, Magna said the effort would help its clients “understand value that networks, not captured by traditional ratings, can deliver to their business.”The agency also plans to develop means of analyzing, building and buying “custom audiences at scale” across the networks participating in the consortium.