UPDATE: Interpublic Invests In Placed, No Terms Disclosed

Interpublic Group

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."