Two prominent advertising networks have made moves to partner with audience insight companies as part of the digital ad measurement and targeting arms race.
In practice, IPG Mediabrands has formed a partnership with Acxiom to further its data and analytics capabilities. Further to this, Publicis Media also has teamed with GlobalWebIndex to build a more complete picture of audiences.
The Mediabrands deal will power activity in a number of marketings, including the US, UK, China, India, and Japan, with Arun Kumar, global chief data and marketing technology officer hailed the move. He added: “It is enabling our portfolio of Read full story ›
Source: The Drum
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