IPG Mediabrands sets up DMP offering Sixth Sense for Asia
In continuation with its focus on augmenting its data offer, IPG Mediabrands Asia has set up its Data Management Platform (DMP), Sixth Sense. Sixth Sense will function in conjunction with Cadreon’s real-time trading desk, to deliver step change in return on marketing investment.
Sixth Sense combines a technology platform layer sourced via strategic partners with a custom layer that will tap only into the most relevant data pools – across retail, mobile or social; and a proprietary layer that brings a unique perspective to the data.
“DMPs are fast becoming the brain central of marketing. Ability to integrate and harvest vast, diverse, structured and unstructured data streams that yield insightful audience management will be core to the future of marketing productivity. Doing it in a way that simulates most closely how people socialise with brands every day and that allows for integration of offline with the online, can provide a clear competitive advantage,” said Prashant Kumar, President, World Markets Asia, IPG Mediabrands.
Mr Kumar explained that in the current scenario, there is a vast gap between those who conceptualise brand strategy and creative output, and the mathematical auto bots that are re-engineering digital investments. “Sixth Sense allows the power of big ideas to be grafted into the programmatic fabric to achieve the whole brain impact that taps the best of both worlds,” he remarked.
Ullas Sahadevan, Regional Head of Cadreon, IPG Mediabrands’ programmatic division believes that most DMP thinking in the market is based on the most linear and undifferentiated kind of segmentation and is too skewed towards the lower funnel. Sixth Sense will seek to take the conversation beyond technology and data to smart insights that address the mid-funnel bottlenecks of brands.
“Sixth Sense – true to its meaning, stands for the ingenuous extra sensory perception which deep data can bring us. Leveraging Mediabrands’ real-time buying capabilities, together with our communications planning expertise, Sixth Sense will allow us to bring imaginative, yet optimal solutions for our clients in the region,” added Mr Sahadevan.
