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November 29, 2017

Cadreon’s Erica Schmidt: “Data is Transforming the Media Ecosystem”

In a September 2016 interview with MediaVillage, Erica Schmidt, Executive Vice President, Managing Director of Cadreon North America, commented: “In a world where audiences are ahead of the advertising expenditure in terms of time spent and dynamism, an evolution of planning and buying media is gaining momentum and will continue to do so.”  A year later, Schmidt reinforces her message: “Clients are continuing to get smarter around data and as the data ecosystem transforms, we need to be further out in front to meet our clients’ needs.”  A priority she points to is an ongoing transformation in the way digital advertising is activated and how digital models are integrated into linear TV optimization.  “As we gain more insight through advanced data and are able to integrate that data into media decisions,” Schmidt explains, “we’re managing client digital activation under the Cadreon umbrella to deliver channel agnostic inventory — managing frequency, duplication and performance, whether it is acquisition or attribution, to define the best value. We’re doubling down on what we have done and responding to a maturing data ecosystem.”

Cadreon is IPG Mediabrands’ ad tech unit, responsible for developing programmatic technology solutions.  It operates in 68 markets with a focus on leveraging technology to deliver comprehensive, high-performing programmatic solutions in a widely disparate technology landscape.

Schmidt acknowledges there is “noise in the ecosystem around trading desks and programmatic, viewability, transparency, fraud and brand safety. Some have weathered the storm better than others.  “We’re focused on being flexible and defining our vision of the future,” she says.  “It’s more than buying banners, buttons, using data and automation, and building further trust in the ecosystem.  We need to rise above the negativity in the space and put skin in the game.  We need to unlock more value and benefits for clients by embedding data and automation into the planning systems.”

Schmidt, who began working in digital media with a focus on search marketing in 2000 and spent several years working in London with iProspect, joined Cadreon in January 2015 to lead its North American unit.  She says she wasn’t surprised “that Cadreon was focusing on working with the investment community through the Mediabrands divisions, engaging with their investment leadership.  It was fruitful as a line of sight to advertiser investments related to digital, but it also meant there was not a strategic construct to define why Cadreon should have a direct relationship with clients.  I identified it was important to move upstream.”

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September 22, 2017

Cadreon Takes Home Honors at The Digital Trading Awards US 2017

The 2017 winners of second The Drum Digital Trading Awards US have been revealed with Cadreon, Factual, Universal McCann taking the chairman’s award for its campaign “BMW’s Ultimate Data Machine” and The New York Times grabbing the Grand Prix for its “The Truth Is Hard – The New York Times”.

On Cadreon’s big win, chairman Wayne Blodwell, founder and chief executive officer, The Programmatic Advisory, said: “BMW recognized that by having disparate sources of data that they could not overcome some of their marketing challenges. They went about solving these challenges by creating their own ID so they could move effectively market to potential customers.

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August 1, 2017

The Digital Trading Awards USA 2017 Finalists Have Been Revealed

If you have been waiting in anticipation to see if you are shortlisted for the 2017 Digital Trading Awards USA, then get ready because the complete list has been announced.

Judging took place on Wednesday July 26 with Wayne Blodwell of The Programmatic Advisory chairing the panel.

Did you enter the Best Overall Technology category? The bar was set high this year as judges were enormously impressed by the calibre of entrants.

Those that impressed the panel and nominated are: AdCellerant, Cadreon, Choozle, Collective, Index Exchange, Iponweb, MediaMath, Metamarkets, OpenX, Rubicon Project, The Exchange Lab, The Trade Desk and Triton Digital.

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Programmatic Agency Cadreon Opens Northern Office in Leeds

Cadreon, the ad tech unit of media agency IPG Mediabrands, has announced the launch of its Leeds office.

The agency, which was one of the first programmatic teams in the world, use best-in-class technology to deliver the most comprehensive, highest performing programmatic strategies in the market.

Cadreon focuses on delivering smart cross-channel solutions to make every client’s ad relevant and every brand engagement valuable. By integrating data and technology from a wide variety of third parties the team are able to identify the most valuable audiences for brands, in real-time. Cadreon’s unparalleled reach also allows for true cross-channel media attribution.

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Cadreon Launches Unity Centralized Platform

Cadreon, the technological arm of IPG Mediabrands, launches its platform for centralized management of programmatic campaigns, Unity. The goal is to give all advertisers the opportunity to view all buying platforms on a single dashboard, and compare and control each part of the digital campaign via a single tool, on all channels possible. This allows, among other things, to compare the results of one platform to another, in real time, which is possible only post-campaign. In the long run, it will make it possible to visualize all the channels at a glance. At the top of the platform, an artificial intelligence API will work on the data provided by the advertiser and its partners. Unity is already available in several countries around the world.

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Media contact:

Global Corporate Communications
press@mbww.com

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