• by Steve McClellan  @mp_mcclellan, May 6, 2020

Last year Interpublic Group folded its addressable media activation unit Cadreon within a new subsidiary Kinesso, which is focused on creating applications designed to help marketers amplify the impact of media through the better use of data.

Now Cadreon has been rebranded to Matterkind. Erica Schmidt remains Global CEO of the rebranded unit.

Leveraging data assets from IPG data company Acxiom and taking an audience-based approach Matterkind offers a suite of addressable activation solutions and advisory services.

It now operates in over 70 markets worldwide.