IPG’s Mediabrands media buying unit is working with Innovid to develop new products to manage over-the-top advanced video to deliver and enhance the viewers's experience.
The object is to enable Mediabrands clients to reach audiences at scale across multiple devices being used in living rooms. They will do that with optimized user interfaces and TV-to-mobile integrations to increase engagement. Technological innovations around the viewer will allow marketers to connect with audiences one-to-one, and further transform digital video advertising.
The partnership also aims to create unified analytics to measure and improve connected TV video ad campaigns.