Media Buying Briefing: IPG shores up its data intelligence offerings in big and small ways
In the face of mounting pressure from clients to cut costs and better understand the nature of programmatic or automated buying of media, some are choosing to shore up their data intelligence prowess. And IPG is just the latest holding company to shake up its roster of products and offerings to simplify and speed up its ability to deliver better insights on media investments.
IPG announced last week it is merging its Matterkind and Reprise units into a souped up Kinesso unit that folds the performance-marketing abilities of Reprise and the intelligence-gathering of Matterkind (which has been connected to Acxiom, IPG’s massive data warehouse) into Kinesso. The holding company moved the merged unit back into Mediabrands, and put Reprise’s CEO Jarrod Martin in place as Kinesso’s CEO (according to LinkedIn, back in April already).
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Source:: Digiday
