IPG Mediabrands

Formerly one of the world's largest media agency holding groups, now absorbed into Omnicom Media following the IPG-Omnicom merger in 2025.

IPG Mediabrands was the data management and media buying arm of the Interpublic Group of Companies, which was acquired by Omnicom in 2025 and folded into what became Omnicom Media.¹ It was formed in July 2008 as a media buying and planning unit.¹ Its chief data and marketing technology officer oversaw performance marketing and programmatic operations, and the organization worked to streamline campaign buying across major walled-garden platforms such as Google, Facebook, and Amazon.² To do so, it developed an internal data stack called AMP, which built audiences by stitching together online and offline data sets tied to universal IDs from Acxiom, and integrated this with a cross-platform optimization tool called Unity.² IPG Mediabrands also partnered with programmatic video advertising firm TubeMogul to launch what was described as the first apprenticeship program in the advertising technology industry, offering graduates a one-year immersion in media and ad tech across both organizations.³ Source 1: wikipedia.org — The Interpublic Group of Companies Source 2: adexchanger.com — IPG Mediabrands Built A Data Stack That Operates Across ... Source 3: produ.com — IPG Mediabrands and TubeMogul launch industry's first ad- ...