Mercury Media and i.Predictus extend partnership to accelerate actionable learning from Television investments
Jun 22, 2015, 05:00 ET
CEDAR KNOLLS, N.J., June 22, 2015 /PRNewswire/ -- Mercury Media, one of the largest and most integrated DR Media agencies, and i.Predictus, the leading demand side accountability platform, today announced an extension to their partnership to include business intelligence and daily work flow solutions. i.Predictus will become a central tenant of Mercury Media's technology stack and provide detailed visibility into spot by spot ROI and attribution through the customer journey.
"We have a goal to raise the level of accountability of every media dollar of investment we manage on behalf of our clients," said Mercury Media's CEO, Andrew McLean. "Mercury Media is the performance agency and we are using i.Predictus in our real time optimization of television buys. There is a healthy amount of BS regarding Programmatic TV Buying – and the reality is that simplifying and automating the buying and selling on TV is only doable with actionable learning."
The extension follows a six month integration and roll out where a large number of campaigns where run through the platform. The result is a daily-use tool that utilizes continuous data streams to allow buyers to optimize TV buys and for all stakeholders to see the results.
"Mercury puts the platform to the test and through their rigorous testing methodologies and clear vision of their future offering, it was a great fit," said Monica C. Smith i.Predictus CEO. "Technology integration is never easy but I found Mercury Media's desire to embrace marketing automation and media performance to be in-line with our natural desire to implement seamlessly. Their adaptation to innovation was impressive."
About Mercury Media
Mercury Media has long been an innovator in all formats of direct response and performance advertising. They have a commitment to providing our clients with superior performing media campaigns that achieve their strategic objective and maximize their return on investment. In addition to strong media buying, they deliver strategy, planning, and analysis of response data which are critical to the success of any marketing campaign.
Founded in 1989 and owned by founders, management and EOS Partners since 2006, Mercury Media is the largest independent performance-based marketing agency in the country. With over $600 million in annual sales, their billings are a testament to their skill at effectively executing fully-integrated media strategies. www.mercurymedia.com
i.Predictus is a leader in the practical implementation of programmatic TV, offering advertising attribution modeling down to the individual airing level. As a high-performance platform designed and tested with high media throughput, i.Predictus optimizes media schedules with a high degree of accuracy and consistency. Using its patent-pending algorithm, i.Predictus is able to deliver large television advertisers continuous improvement in media ROI. www.ipredictus.com
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SOURCE Mercury Media
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