IPG Mediabrands Firms in OTT Targeting Partnership

IPG Mediabrands' intelligence and data divisions Magna and Cadreon have partnered with TV streaming specialist Roku, to deliver targeted advertising to OTT audiences.

Magna's Intelligence team produces more than 40 annual reports on audience trends, media spend and market demand, as well as ad effectiveness. Through the partnership, Mediabrands clients will gain access to Roku's ad platform, for precision targeting, programmatic workflows, interactivity and audience measurement. In addition Roku data, combined with the proprietary data stack of Cadreon, the programmatic arm of Mediabrands, will provide clients with the ability to precisely target audiences on the Roku OTT platform. The latter supports Nielsen's Digital Ad Rating (DAR) measurement, and now all IPG Mediabrands campaigns will be DAR measured.

David Cohen (pictured), President, North America at Magna, comments: 'Last year, we made a concerted effort to provide marketers with viable sight, sound and motion opportunities beyond linear television. Now, we're continuing to diversify the mix, transcending audience demographics while leveraging data in a new and exciting way through our partnership with Roku'.

Web sites: www.magnaglobal.com , www.roku.com and www.cadreon.com .