The Interpublic Group (IPG) has recently launched an independent digital performance platform, called Cadreon, to customers in Australia. The platform enables marketers to reach and engage their online target audiences at any scale in real time.
The Cadreon platform offers a series of performance capabilities. For example, users can identify their target audiences and create customised marketplaces for each client to connect with their consumers on a single cohesive platform.
IPG describes its product as 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. The platform is already available in the US, and is being currently used by many global brands, including Hyundai and L’Oreal.
The launch of Cadreon in Australia expands IPG’s existing footprint in the country. There are other IPG branches, grouped under the Mediabrands umbrella, including media communications agencies Initiative and UM, barter company Orion, MagnaGlobal (investment intelligence), search and social media specialist Reprise Media, Mediabrands Analytics, pr agencies Weber Shandwick & Golin Harris and the branded entertainment specialist Ensemble.
The group will introduce further new businesses in the coming months that will provide the group and its clients more communications services that are critical to effective marketing. Cadreon Australia will be headed by Travis Johnson.