Consortium Formed To Automate Sales

Today, IPG Mediabrands announced another major step toward an automated future for sales.

Six months ago, Mediabrands put a stake in the ground to deliver at least 50% of their clients' buys through automation by 2016. After months of critical conversations with the industry's most important players, a consortium of like-minded companies has been formed.

A+E Networks, AOL, Cablevision, Clear Channel Media and Entertainment and Tribune share in the determination to bring the industry forward in the service of both clients and their audiences, and will work together with Magna Global to establish an industry-leading end-to-end, integrated programmatic-buying business model to drive critical automation advances across all media transactions.

The Magna Consortium will work to substantially improve the media planning and buying process, leading the way to a scalable, omni-channel marketplace. Together, the Consortium will work to deliver:

Innovative ways to drive more precise targeting and greater performance through the use of data

Exploration of opportunities to modernize and streamline media negotiations through expanded use of data and technology- based buying platforms Application of technological solutions to automate legacy buying systems and processes across traditional and digital media.

Tim Castelli

Through this alignment, IPG Mediabrands will have access to Consortium members' select media and data through Magna Global. Available inventory will include Display, Video, Mobile, Digital Out-of-Home, Radio and TV, and will include assets not previously available through automated buying systems.

"We are excited to be a charter member of Magna Consortium. Clear Channel Media and Entertainment's focus on innovation across our broadcast and digital platforms aligns perfectly with the mission of the consortium, "said Tim Castelli, President of National Sales, Marketing and Partnerships for Clear Channel Media and Entertainment. "Our current technology infrastructure will not only help automate the traditional media buying process, but will also allow partners like IPG to better leverage our national scale and local activation capabilities for their clients."