The Interpublic Group (IPG) is expanding its range of businesses in Australia with the launch of Cadreon, an independent digital performance platform that enables marketers to reach and engage their online target audiences at any scale in real time. The new business will maximise the effectiveness and efficiency of digital communications and will be the first in Australia to integrate inventory and data from multiple domestic and international demand side platform (DSP) partners.
Cadreon operates as an independent media buyer across digital display, online video and mobile platforms and will expand to include all digitally available properties and emerging IPTV platforms.
“In the US Cadreon has been performing well and is delivering substantial digital performance improvements for many global clients,” said Mediabrands Australia executive chairman Henry Tajer. “Launching Cadreon here accelerates our performance in digital communications. Clients including ZUJI, Hyundai, and L’Oreal are already working with Cadreon and experiencing significant performance improvements.”
Tajer said Cadreon Australia will be headed by Travis Johnson who will work with a growing team of performance specialists. The Cadreon platform offers a series of performance capabilities for clients including identifying high value audiences and creating customised marketplaces for each client to connect with their consumers on a single cohesive platform.
The launch of Cadreon expands IPG’s existing footprint in Australia. The other IPG companies grouped under the Mediabrands umbrella include major media communications agencies Initiative and UM, barter company Orion, MagnaGlobal (investment intelligence), search and social media specialist Reprise Media, Mediabrands Analytics and the branded entertainment specialist Ensemble. Mediabrands plans to announce further new businesses in the coming months that will provide the group and its clients more communications services that are critical to effective marketing.