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Interpublic Group, Open AP Strike Data Pact to Help Advertisers Reach New Audiences
Brian Steinberg Senior TV Editor Interpublic Group, the ad-holding company that has made a concerted bid to enlist new kinds of audience data into planning how and where commercials run, hopes to turbocharge its efforts in a new partnership with OpenAP, a consortium of the big U.S media companies that helps identify similar consumer audiences across different companies’ platforms. Under terms of the new pact, Interpublic Group’s Magna media-investment arm will be able to identify discrete group of consumer audiences and distribute commercials to reach them via OpenAP.