• by Joe Mandese  @mp_joemandese, September 12, 2024

In the face of an increasingly complex and rapidly evolving data and technology marketplace, big agency enterprises frequently need to decide on whether to build, buy or rent next-generation solutions.

In the messy task of integrating data from hundreds of disparate sources, they increasingly are choosing to rent that capability from a supplier that already has built "connectors" to more than 600 data suppliers, including some of the media industry's most vital ones -- Vienna, Austria-based startup Adverity.

This morning, IPG Mediabrands announced a global deal making Adverity its default data-integration platform.

"This relationship will unlock tremendous value and increase our data availability to internal agency users day-in and day-out," explains Jarrod Martin, CEO of IPG Mediabrand's Kinesso internal technology and data management unit, which made the deal.

Adverity already had a preexisting relationship with at least one IPG Mediabrands unit -- Mediahub -- which is included as a case study on its site.

It also lists at least a couple of other major holding company media units as a customers -- WPP's GroupM (including case studies of its Wavemaker, Mediacom (now EssenceMediacom), and Mindshare units, Havas, and Dentsu's iProspect.

For it's part, IPG Mediabrands says elements of the new deal will both simplify and "turbocharge" its data-integration capabilities, and make them more cost-effective for both its agencies and its clients.