Cadreon, the IPG Mediabrands trading desk, is partnering with TubeMogul, the programmatic video ad-buying platform to build an automation system for buying TV ads. It is being designed for exclusive use by IPG clients.
The new platform will utilize data from IPG’s Audience Measurement Platform including data related to targeting, purchases, and TV viewership. TubeMogul will supply the technology including enterprise software.
The companies said that a team of engineers, analysts, and operations staff from both firms are co-developing the platform, which is currently in beta-test mode. It’s expected to roll out fully next month.
“This platform is wholly focused on our clients’ needs, rather one specific media vendor,” said Henry Tajer, who succeeded Matt Seiler as global CEO of IPG Mediabrands earlier this year.
“Today, there’s no automated system to access TV inventory from multiple suppliers, and our clients will be the first to receive the benefits of automation for this part of the market,” said Tajer. “As an industry, we can be smarter with TV, where a giant portion of our clients’ media investment currently sits, and this partnership gets us there.”
The two companies have worked together in the past. In Australia, where Tajer previously ran the Mediabrands operation, the companies have partnered on both TV and digital out-of-home projects.
Commenting on their latest project together Brett Wilson, CEO and Co-Founder, TubeMogul, said of the two firms, "it's a formidable combination that we believe will lead to broader adoption of automated, data-driven TV buys."