The partnership will provide IPG Mediabrands with attention data to inform media planning, measure campaign performance across various channels, and utilize Adelaide's planning tool, Flight Control, for optimal media quality levels.
Justin Wroe, US CEO at IPG Mediabrands, highlights the partnership's aim to enhance client campaign accountability by offering granular data insights in a fragmented media landscape.
Adelaide's CEO, Marc Guldimann, emphasizes the collaborative effort with IPG Mediabrands to redefine media quality measurement and improve advertising effectiveness through the partnership.
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