14 DAY TRIAL // Advertising holding company Interpublic Group (IPG) will leverage Microsoft’s ad-serving platform for North America campaigns, per an agreement inked by the duo. Expanding a collaboration dating back to mid-2009 when the Redmond company partnered with IPG’s global media planning and buying unit, Mediabrands, the new deal is focused on making Microsoft Atlas the advertising server solution of choice for IPG. As a result of the latest partnership penned by the two companies, all IPG’s North American agencies will leverage preferred pricing agreements for Atlas enterprise technology for their clients.
Scott Howe, corporate vice president of Microsoft’s Advertiser & Publisher Solutions group, applauded the new opportunities made available to the software giant. “IPG has long been considered a bellwether in the advertising industry, and to be selected as a preferred ad-serving partner in North America is something that we’re extremely proud of,” he stated.
Specifically, Microsoft’s ad-serving platform will provide IPG agencies with the necessary resources to perform management, optimization and monitoring of their marketing campaign. Atlas is capable of unifying a variety of online advertising including display banners, rich media, search, video and websites. At this point in time, Microsoft and IPG have kicked off the introduction of Atlas to IPG’s North American agencies.
“This development demonstrates that in the rapidly changing world of digital marketing, Microsoft is deepening its relationships with ad agencies, and that we’re walking the talk when it comes to partnering with agencies for the benefit of their clients,” Howe added,
According to Microsoft, Atlas users are able to take advantage of a few features that makes its ad-serving platform stand out from the crowd. The Redmond company’s Atlas offers customers holistic data management via its Engagement Mapping technology, an open platform and close integration with additional Microsoft products, including SharePoint.