UPDATE: Interpublic Invests In Placed, No Terms Disclosed
Interpublic Group (NYSE: IPG) and Placed
announced today that they have entered into a strategic partnership, which
includes an investment by the global marketing company in Placed. Placed is
the leader in mobile attribution, measuring the impact of mobile
advertisements on in-store visits. IPG Media Lab, a division of IPG
Mediabrands, will oversee the company's relationship with Placed, which
includes introducing marketers from across the IPG network to Placed's
first-in-kind services. Three strategic non-equity partners were also
announced today that will help continue Placed's push to standardize mobile
attribution, including: Collective, dstillery and SessionM. Terms of the deal
were not disclosed.
Placed has pioneered three leading services for brands and marketers:
location-driven insights, targeting and attribution. All three services are
driven by the largest opt-in consumer location panel in North America,
measuring the location of nearly a quarter of a million devices daily as
consumers visit brick-and-mortar stores. The company's research enables
agencies and brands to better understand customer traffic patterns influenced
by mobile ads, and to tailor relevant communications accordingly. Placed
Targeting allows agencies and brands to customize their mobile advertising
investment using geographic, behavioral and demographic information. Placed
Attribution provides an unbiased and independent currency to marketers,
measuring store lift as a post-analysis of their media buy across the largest
mobile publishers and networks in the US. The Placed panel is a fully-opt in
consumer program with a clear value exchange with its participants.
"IPG is committed to investing in and working with companies that are changing
our industry and making our clients and agencies smarter, allowing them to
make more informed decisions as new platforms and tools emerge, especially in
the mobile environment. Placed is at the forefront of leveraging data to help
our agencies see where we're moving the needle on a client's business,"
commented Michael I. Roth, Chairman and CEO of Interpublic. "Our partnership
with Placed is another example of our commitment to delivering the full
promise of attribution and automation to our clients."
"Mobile spend is the fastest growing media category," commented Chad Stoller,
Managing Partner, IPG Media Lab. "Placed allows our network to easily and
confidently measure attribution and provides marketers with valuable,
actionable data to help shape mobile spend."
"Placed's approach to mobile attribution is clearly resonating with
advertisers and brands. As the mobile advertising market picks ups, reliable
unbiased measurement of success is crucial to continued growth and meaningful
impact," said David Shim, Founder and CEO of Placed. "It's important for us to
align with companies like IPG, along with new partners Collective, dstillery
and SessionM that are equally invested in innovation that strategically drive
their clients' businesses forward by providing answers that directly impact
how, when and who is served an ad on a mobile device."
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