IPG looks to boost automation with centralized buying strategy

04/12/2013 | Adweek

IPG Mediabrands will form a new division that will centralize its audience-based, automated buying with a goal of automating at least half of its buying over the next few years. The company is said to be preparing to announce the formation of Magna North America, which will be led by Kristi Argyilan. The move comes amid a wider debate in the industry about the future of the trading desk model, Mike Shields writes.

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