IPG Mediabrands' Magna Global Partners with Adap.TV to Deliver Power of Programmatic Buying to All Video
Launches Industry-Leading Video Platform to Deploy Programmatic Process at Scale
NEW YORK, NY and SAN MATEO, CA(16 Aug 2013)
As part of its stated commitment to deliver 50% automation to its buying process by 2016, MAGNA GLOBAL, the investment unit of IPG Mediabrands, today announced a partnership with Adap.tv, the global video advertising platform of choice for the largest brands, agencies and publishers.
This partnership will unleash the full power of MAGNA’s targeting abilities to the world of video, delivering better, faster and more efficient results to IPG Mediabrands’ clients.
MAGNA’s Audience Measurement Platform (AMP)—a proprietary fusion of data from multiple sources, including third-party providers and private client sources—offers clients the most targeted planning, buying and optimization capabilities across all channels.
Through a custom collaboration with Adap.tv, MAGNA will expand AMP’s capabilities by creating the most comprehensive programmatic video advertising platform in the industry that can measure and optimize business metrics across screens, including TV, tablet, mobile and online.
“What we know now, after two years of successfully deploying AMP across our clients’ digital media buys, is that we can increase their value return by 20-40%. Now, with Adap.tv we can bring these kinds of returns to TV and IP-delivered video at scale,” said Kristi Argyilan, President, MAGNA North America.
“MAGNA and Adap.tv are aligned in providing world-class technology and deep audience targeting capabilities to brands who want to go beyond traditional methods of video advertising,” said Toby Gabriner, President, Adap.tv. “Marketers want to reach increasingly fragmented audiences at scale across mobile, digital, TV and whatever else comes along; this partnership with MAGNA delivers that solution to IPG Mediabrands’ clients, allowing advertisers to stay focused on delivering the right creative and messaging to their intended audiences.”
About MAGNA GLOBAL
MAGNA GLOBAL is the strategic global media unit of Interpublic Group, driving forecasts, insights and negotiation strategy across all media channels. The MAGNA GLOBAL Intelligence Unit delivers the industry’s most accurate and authoritative forecast of media value. The MAGNA GLOBAL Investment Unit harnesses $36 billion of IPG Mediabrands global media billings. Follow us on Twitter for updates @MAGNAGLOBAL.
About IPG Mediabrands
We were founded by Interpublic Group (NYSE: IPG) in 2007 to manage all of its global media related assets. Today that means we manage and invest $36 billion in global media on the behalf of our clients, employ over 7,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 127 countries.
A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, we are a global holding company that enhances offering and performance across its network of media agencies including UM, Initiative, BPN, ORION Holdings, ID Media and its roster of specialty service agencies including MAGNA GLOBAL, Mediabrands Audience Platform (Cadreon, Reprise Media, Ansible, Spring Creek Group), Mediabrands Publishing, IPG Media Lab, Ensemble, and Identity.
Adap.tv is the video advertising platform of choice for the world’s largest brands, agencies, publishers and ad networks. A unified, programmatic platform that provides buyers and sellers with automated tools to plan, buy and measure across linear TV and online video, Adap.tv is transforming the way video advertising is bought and sold.
Named by Inc. Magazine as the fastest-growing video advertising company in the US in its “Inc 500” 2012 annual ranking on private companies, Adap.tv also earned “Fastest-Growing Private Company in Silicon Valley” honors by the editors of the Silicon Valley/San Jose Business Journal.
Headquartered in San Mateo, California, Adap.tv has US offices in Chicago, Los Angeles and New York, and international offices in Australia, India and London. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital.
On Aug. 7, 2013, AOL announced it has entered into an agreement to acquire Adap.tv. Subject to satisfaction or waiver of customary closing conditions, the deal is expected to close in Q3.