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»cadreon

Trading Desks Are Building (And Buying) Their Way To A Persistent Identifier

Holding company trading desks this year are putting the focus on data and the ability to identify a customer across screens and platforms. That focus made owning data mission critical, and it’s shifted the focus away from programmatic as a silo and toward data management and activation across the board. As a result, “trading desk”... Continue reading »
by Alison Weissbrot // January 20th, 2017 //
»
How Cadreon’s Arun Kumar Connects The Dots Between Walled Gardens

Arun Kumar, global president at Cadreon, will take the stage Jan. 19 to share Cadreon’s full vision for the future at Industry Preview in New York City. Walled gardens are cropping up across the digital ecosystem. “It’s just the way the world is going to be for the foreseeable future,” said Arun Kumar, global president at Cadreon.... Continue reading »
by Alison Weissbrot // January 13th, 2017 //
»
As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV”... Continue reading »
by Alison Weissbrot // December 16th, 2016 //
»
Podcast: Cadreon's Erica Schmidt Sees Risk In Ad Tech Consolidation

Welcome to episode No. 7 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Are ad tech fees still shrinking? "Without a doubt," Erica Schmidt says in the latest episode of AdExchanger Talks. A 15-year veteran of search and digital advertising, Schmidt is the North American managing director at Cadreon, Interpublic Group's programmatic arm.... Continue reading »
by Zach Rodgers // December 14th, 2016 //
»
IPG’s Michael Roth On Transparency, Performance Pay And Agency–Client Relationships

Marketers and CFOs are struggling to speak each other’s languages, and agencies are getting drowned out amidst the noise. When a brand’s marketing and finance teams can’t align on a goal, the agency fails to meet client KPIs. Agency responsibilities are either passed off to new players in the space, like tech firms and management... Continue reading »
by Alison Weissbrot // May 3rd, 2016 //
»
IPG’s Cadreon Bulks Up On Advanced TV As Network Interest In Automation Accelerates

Agency holding group Interpublic Group is recruiting for at least five new Advanced TV positions for its trading desk and tech unit Cadreon. Cadreon, which employs about 500 globally and 300 in the US, attributes the hiring moves to recent advances by networks like NBCUniversal and Fox to automate digital video, display and now linear TV... Continue reading »
by Kelly Liyakasa // April 14th, 2016 //
»
IPG: Time Spent Is A Better Indicator Of Ad Effectiveness Than Percent Of Pixels In-View

Just because an ad is “in-view,” that doesn’t mean it's effective. On the contrary, time spent is often a better indicator of ad effectiveness than percentage of pixels in-view on a page. That's according to a new viewability study from Interpublic Group (IPG) and measurement firm Integral Ad Science. The report, “Putting Science Behind The... Continue reading »
by Kelly Liyakasa // February 5th, 2016 //
»
Industry Preview 2016: The Clock Is Ticking For Trading Desk Decentralization

As programmatic commands a greater share of marketing budgets, trading desk knowledge will expand throughout organizations. Accuen expects its trading desk to decentralize when programmatic reaches 70% to 80% of media budgets industrywide, according to Megan Pagliuca, who became the CEO of Accuen after leaving Merkle late last year. That will happen in the next... Continue reading »
by Sarah Sluis // January 20th, 2016 //
»
Cadreon Test Drives Google’s Cross-Device Measurement System

For several months, IPG Mediabrands’ ad tech unit Cadreon has been testing Google’s cross-device measurement system, baked into DoubleClick advertiser products as of June. Krish Sailam, senior product manager of mobile for Cadreon, said the trading desk has run a few beta tests with advertisers, and noted conversion uplift has consistently reached the double digits. Cadreon... Continue reading »
by Kelly Liyakasa // December 23rd, 2015 //
»
Cadreon Chief: 'Trade Desk Decentralization Is The Wrong Thing To Do'

IPG Mediabrands’ trading desk Cadreon is no longer defined as a trading desk, according to Cadreon’s global president, Arun Kumar. “We see ourselves as an ad tech incubator whose job is to look at how to push this data-driven marketing culture through to the rest of the organization,” he said, fresh off a relocation to... Continue reading »
by Kelly Liyakasa // June 12th, 2015 //
»
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