IPG Mediabrands is rejoining the ad agency data pool powering Standard Media Index's U.S. competitive ad-spending intelligence database, according to a post made by SMI CEO James Fennessy on his LinkedIn account.
The addition will give SMI 100% coverage of the major agency holding companies in the U.S., as well as "several large independents" that are also joining the pool.
With these additions, Fennessy said SMI will have "invoice-level" ad-spending data representing $90 billion in U.S. media buys. He estimates that accounts for 90% of national ad spending.
Congrats James and to the whole SMI crew.