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Media agency UM is overhauling the way it works with clients, with a stronger focus on analytics, custom content and portfolio management. As a result, the IPG Mediabrands unit is introducing new pay-per-performance compensation agreements emphasizing client business growth.
In announcing the broader data and analytics strategy, called Media 3.0, UM said it signed a deal with The Nielsen Co. to deliver custom analytics for better understanding of media consumption. UM will also be working with 11 other data partners.
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