IPG's Mediabrands, AOL unveil online retail marketing partnership

Interpublic's Mediabrands and AOL said at Cannes Monday that they are partnering on a new online retail marketing initiative.
  The initiative is designed to glean greater insights into how consumers do research before making product purchases. The partners said they will use the insights to create new digital tools and programs to help boost the efficiency of marketing campaigns and increase sales. The partnership will be coordinated through a "retail advisory board" comprised of members from both companies that will be set up in the coming weeks.

  Research conducted by the IPG Lab—about how consumers learn about products and pricing and other factors relevant in making decisions to buy products—will be used to develop new online marketing tools and advertising programs.