IPG, TubeMogul team for global programmatic buying roll-out | Online Video | News | Rapid TV News
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Video advertising company TubeMogul is to partner with IPG Mediabrands to deliver programmatic video buying at a global level.

The non-exclusive partnership will extend IPG Mediabrands’ programmatic buying capabilities into the United Kingdom, Japan and Australia, for clients in those markets. Programmatic advertising is the hot topic in monetisation and the media giant and the advertising software company says that through this alliance it will enable clients to access and invest in high quality, targeted digital video.

Easing the partnership is the fact that TubeMogul’s technology and inventory is currently integrated into IPG Mediabrands’ global programmatic platforms. Furthermore, the firms say that the integration of TubeMogul into IPG Mediabrands’ custom data stack will provide increased targeting via proprietary data sets.

IPG Mediabrands has committed to and continues to enhance the automated buying commitment of 50% by 2016,” commented Nicole Craine, president Mediabrands Audience Platform. “TubeMogul is an important partner for us as we continue to accelerate our growth, globally. Their willingness to embrace innovation and collaborate on new, relevant solutions for our global clients in an integral part of our offering."

Added Brett Wilson, CEO of TubeMogul: “IPG Mediabrands has worked closely with us for over two years in the United States and Australia to develop a video buying platform that meets their unique vision for how programmatic buying can benefit their brand clients, and we are excited to expand our partnership to global markets … Adding seamless access to private inventory and cross-inventory GRP optimisation is the next phase of our joint solution that enables IPG Mediabrands to execute campaigns that would not have been possible previously.”