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Young & Rubicam Inc. has forged a “global technology partnership” with Mediaplex, a San Francisco company that, through proprietary tools, can modify Web ads in real time to meet individual consumers’ needs.
Terms of the deal, which runs for three years, were not disclosed.
All units of Y&R Inc. may access Mediaplex, but chiefly the partnership benefits The Digital Edge, the Web spinoff of Y&R’s The Media Edge. Another likely Mediaplex user: Wunderman Cato Johnson. The deal further illustrates Y&R Inc.
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