IPG Mediabrands India has launched a new data-management platform (DMP) in partnership with international technology company, Mediamath.
Increasingly, customers are demanding a unique brand experience with personalised messaging at the right moment. But one of the biggest challenges today is the gap between the “planning and buying” audiences and the audiences who actually engage with the brands.
“By using a DMP, we will be able to activate and adapt communication on a real time basis to match the speed of the target audience. Data will be at the centre of all marketing activations and marketers will be able to control the campaign in terms of better targeting, better communication, etc on a real time basis. DMP will use machine learning and data science to drive responsive audiences to close the loop. The DMP will enable us to acquire new customers, re-engage lapsed customers and upsell and cross sell,” said Amar Deep Singh, CEO, Interactive Avenues.
MediaMath has also launched the MediaMath Audiences product in India, which is built on the backbone of real-time consumer behaviours across the web and enables three possibilities for marketers in India -- look-alike audiences, targeted audiences and audience scoring.
Rahul Vasudev, managing director, MediaMath APAC, said, “We are helping clients optimise their prospecting campaigns with lookalike audiences at scale, and to boost their remarketing campaigns with informed scoring. Targeting past site visitors isn’t enough these days. We enable clients to adjust bid strategies and messaging based on customers’ actual online activity across all devices and channels,” he further added.
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Rao is currently CEO of dentsuMB Group India