IPG Mediabrands pads up for a digital future

Agency ties up with MediaMath to launch data management platform in India

At the annual general meeting of Reliance Industries last month, chairman Mukesh Ambani drew loud applause when he said that data was the oxygen of digital life. With nearly one billion mobile phone subscribers and over 400 million internet users in the country, data is the lifeblood of the Indian economy. And as companies begin demanding more data-led informed decision making from marketers, agencies such as IPG are shoring up their data management capabilities. 

Ambani was bang on in his assessment of data and its importance in a world where customers are living their entire lives online. A recent study