IPG Debuts Kii, a New Interoperable Ad Targeting Tool

Bridging the gap between walled gardens and the open web

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Industry giant IPG has unveiled the holding group’s new identity solution, Kinesso Intelligent Identity, or Kii, an offering it hopes will alleviate clients’ concerns over ad targeting capabilities in an increasingly privacy-compliant world.

Pronounced “key,” the offering uses proprietary technology from IPG’s data services arm Kinesso to help soften the expected loss of customer insight brought upon by the internet’s major platforms deprecating identifiers such as third-party cookies and Apple’s IDFA.

Kii’s selling point is that its interoperable capabilities can help clients optimize campaign delivery on both the open web as well as walled gardens – cross-platform campaign measurement has historically proven difficult.



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