Campaign India Team
Aug 07, 2017

IPG Mediabrands India launches a data management platform

The initiative is in partnership with a global tech firm, Mediamath

IPG Mediabrands India launches a data management platform
IPG Mediabrands India has launched a new data-management platform (DMP) in partnership with international technology company, Mediamath. 
 
Increasingly, customers are demanding a unique brand experience with personalised messaging at the right moment. But one of the biggest challenges today is the gap between the “planning and buying” audiences and the audiences who actually engage with the brands.
 
“By using a DMP, we will be able to activate and adapt communication on a real time basis to match the speed of the target audience. Data will be at the centre of all marketing activations and marketers will be able to control the campaign in terms of better targeting, better communication, etc on a real time basis. DMP will use machine learning and data science to drive responsive audiences to close the loop. The DMP will enable us to acquire new customers, re-engage lapsed customers and upsell and cross sell,” said Amar Deep Singh, CEO, Interactive Avenues.
 
MediaMath has also launched the MediaMath Audiences product in India, which is built on the backbone of real-time consumer behaviours across the web and enables three possibilities for marketers in India -- look-alike audiences, targeted audiences and audience scoring.
 
Rahul Vasudev, managing director, MediaMath APAC, said, “We are helping clients optimise their prospecting campaigns with lookalike audiences at scale, and to boost their remarketing campaigns with informed scoring. Targeting past site visitors isn’t enough these days. We enable clients to adjust bid strategies and messaging based on customers’ actual online activity across all devices and channels,” he further added.
 
Source:
Campaign India

Related Articles

Just Published

2 hours ago

Five insider tips to make your festive campaigns shine

Creating memorable festive season campaigns is all about innovatively weaving the values of authenticity and empathy into the narrative, says the business head for north and east at Brand Street Integrated.

2 days ago

Tata Power’s AI Christmas campaign: Magic or ...

The ad reveals how AI is shaping the future of advertising—raising questions about its role in breaking creative boundaries and delivering truly unique narratives.

2 days ago

Indian research and insights industry reaches $3.2 ...

The industry grew 12.6% to $3.2B in FY2024, projected at $3.4 billion by FY2025, fuelling data-driven brand strategies.

2 days ago

Newly-launched Whoppl Bharat aims to bridge India’s ...

This division from Mumbai-based content-to-commerce company tries to empower brands to connect authentically with India’s diverse tier 2 and 3 markets.