IPG Mediabrands has unveiled plans to step up its efforts to safeguard clients from the negative impact of misinformation in media — especially on social media — prioritizing political, climate, health care, AI-generated and brand-specific content. The initiative, which was announced along with a new spate of research revealing how consumers feel about brand advertising in misinformation environments, includes an expansion of an ongoing research relationship between IPG Mediabrand’s Magna and brand content safety platform Zefr, as well as new technology developed by IPG Mediabrands’ Kinesso unit.
The advertising holding company will add Prime Video to its client’s media buying strategies.
Ad-tech company PubMatic has launched Convert, a self-service advertising platform for commerce media. Convert is built on PubMatic’s global cloud infrastructure and was created for commerce media networks and their advertising clients. It enables onsite and offsite monetization through listing ads and connected TV. IPG MediaBrand, Coles 360, Lyft Media, MiQ and Wallapop helped develop the platform.
Following an exclusive window licensed by IPG Mediabrands as part of its 2022-23 upfront TV news negotiations and media buys, NewsGuard this morning announced its new TV news ratings service will be open to any organization to license beginning in January 2023.
The agency pledge comes as the ad world looks to diversify its media spend in this spring’s ad haggle.
Effective today, IPG Mediabrands is now a subscriber to the Nielsen Podcast Listener Buying Power service, with eight agencies using the service under the IPG license. This is the first […]
Exclusives
Cadreon, the IPG Mediabrands trading desk, is partnering with TubeMogul, the programmatic video ad-buying platform to build an automation system for buying TV ads. It is being designed for exclusive use by IPG clients. The new platform will use data from IPG’s Audience Measurement Platform including data related to targeting, purchases and TV viewership. TubeMogul will supply the technology including enterprise software.
Within the next three years, IPG Mediabrands plans to have half of its total media billing negotiated through an automated buying system. The new service may be running within six months. Here are answers to questions including how will it impact buyers, will it result in layoffs, and what happens to ad pricing.
