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As a part of Interpublic’s investment in technology platform ADstruc, the holding company’s Rapport U.S. unit has agreed to work with the company which enables it to shift purchasing of out-of- home ad buys to a more automated system, in keeping with IPG Mediabrands’ commitment to automate half of its media buys by 2016.
IPG has just taken a minority interest—believed to be 10 percent—in ADstruc, which specializes in automating outdoor advertising planning and buying. The holding company’s IPG Media Lab initiated the relationship with ADstruc and helped set up the relationship with Rapport, IPG’s specialist OOH agency.
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