IPG Mediabrands, the global media and data arm of Interpublic Group (NYSE: IPG), has launched its Audience Measurement Platform (AMP). AMP is a people-based data platform that combines online and offline data sets to power audience discovery, activation and measurement services across online and offline communications. With its launch, agencies across the IPG Mediabrands network will enhance their people-based targeting approach, with a complete and contextual view of the consumer.
The launch of AMP represents IPG’s continued investment in data and technology and builds upon the network’s global product offering, with enhanced data and seamless cross-platform integration. AMP’s scalable technology blends thousands of behavioral and attitudinal data points from disparate sources to create a single view of the consumer, maximizing brand engagement, efficiency and strengthening match rates on client data. This enables data rich companies to monetize their data in new ways.
“AMP allows us to navigate the walled gardens that exist in the digital ecosystem, uniting thousands of data points which, when combined, paint the ultimate 360 degree picture of a person,” said Tom Wan, CEO of IPG Mediabrands China.
Mr Wan continues, “With AMP, we can follow our audience through their entire consumer journey, connecting with them across different devices in real-time moments that resonate. This at the heart of our people-based marketing approach and client strategy.”
With a singular expression of the audience, AMP will play a critical role in providing clients with best-in-class advisory services. Powered by Acxiom, data is ethically sourced and managed in compliance with GDPR and the highest levels data governance.
Led by Arun Kumar, Chief Data & Marketing Technology Officer, IPG, AMP is now available in a number of global markets as part of IPG Mediabrands’ strategic roadmap. The Data & Technology Team, which develops and implements global product and technology solutions across the IPG network, first announced a data partnership with Acxiom in September 2017 to power the AMP stack. In October 2018, IPG completed its acquisition of Acxiom, which operates as a stand-alone entity within IPG and is aligned with IPG Mediabrands, highlighting the focus on providing data-driven analysis and accelerated product offerings in markets around the world.
In addition to Acxiom, IPG Mediabrands has other data partners including CNRS (CTR) and Comscore. As AMP continues to evolve in this market additional high-quality data will be acquired. This enhances our insights and targeting, with a key focus on data-driven innovation using advanced analytics.
Jonathan Beh, Head of Cadreon China added, “We wanted a set of data anchored around real people not cookies. Utilising Acxiom and our partner data matched through AMP, marketers in China can now reach the full portfolio of their audience both offline & online, delivering the relevant message in the moments that matter.”