IPG Mediabrands launches a new programmatic purchase in Latin America

IPG Mediabrands, Interpublic Group’s innovation media network has announced the launch of Cadreon, its unit of programmatic purchase in Latin America operating from a central hub in Chile with service to more than 10 markets in the region.The recent launch is part of Cadreon’s programmatic purchase of services expansion strategy that counts today with more than 25 operations globally. Cadreon has a specialized digital platform that integrates technology, data and stock to segment audiences in real time. Operating as an independent media buyer, Cadreon integrates stocks and data from different associated DSPs, local and international, with the aim of maximizing effectiveness and efficiency of digital communications through digital display platforms, online video and mobile.Marina Mendez, Mediabrands Audience Platform’s regional director, commented: “Our RTB platform allows to find and generate specific and relevant audiences for Latin America through the use of different DSPs and Big Data. Our holistic approach includes science, art and deep knowledge of communication processes, social media and programmatic purchase.””With Cadreon, we want to change from the concept of media planning to audience planning and the set the target in our clients’ display purchases to achieve their communication goals,” Luis Contreras, Cadreon’s Latin America director, assured.