Monday, August 19, 2013

Interpublic Names Preferred Video Provider, Will Adapt...

Interpublic Names Preferred Video Provider, Will Adapt Into Television Soon In an effort to accelerate its shift toward programmatic buying of all forms of video, including television, Interpublic has tapped as its preferred video ad platform. The deal, which

Interpublic’s Magna Global unit has been negotiating for about a year, comes on the heels of AOL’s $405 million agreement to acquire, and will integrate Interpublic’s proprietary methods for

targeting audiences, with’s technology for sourcing the video inventory that reaches them and serving ads to them. The deal is significant for several reasons, but especially because it shows

how fast Madison Avenue’s shift from “buying media” to “buying audiences” is occurring, and because it will soon escalate from online video to the Big Kahuna, television.

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