|[December 16, 2013]
Mediahub/Mullen and OwnerIQ Team Up on Data, Tech
BOSTON --(Business Wire)--
today announced a digital media partnership that will bring customized
insights and analytics gleaned from OwnerIQ's unique Path to Purchase
data to Mediahub's client portfolio.
"OwnerIQ's shopping-comparison engine and its strategic data
relationships with major retailers and manufacturers give it unique
access to the shopping behavior of more than 200 million consumers right
down to the product and brand level," said Mullen VP and Group Media
Director Kazi Ahmed. "The custom tools we build on top of this rich data
will enable us to address our clients' business needs even more
Mullen/Mediahub's relationship with OwnerIQ grew organically over the
past two years as the latter company performed consistently on some of
agency's marquee accounts. Recently, Ahmed said, the agency decided to
explore creating a deeper relationship with the company.
OwnerIQ CEO and Cofounder Jay Habegger looks forward to working more
closely with the agency. "Mediahub's mantra of 'fearless thinking' has
guided the agency's growth into a nationally recognized, award-winning
brand. This partnership gives both organizations an opportunity to
collaborate to bring effective custom solutions to their advertisers."
As part of the deal, OwnerIQ will develop a unique educational series -
one that will show the Mediahub staff how to make the most of the
This story first appeared in MediaPost.
is the media planning and buying group within Mullen,
a "hyperbundled" agency, integrating disciplines from creative to
digital marketing, media planning and buying, mobile marketing, public
relations and social influence, design, CRM and performance analytics.
Mediahub is a media organization that works with challenger brands to
develop media programs that consumers seek out, share and talk about.
Simply put, we believe that ideas, intelligence and integration are the
three levers that unlock inspiring media platforms. Mediahub clients
include JetBlue, National Geographic Channels, Timberland, Match.com,
Olympus and Bose. Mediahub is a two-time OMMA/Mediapost
Agency of the Year for Media Planning & Buying and a key factor
in Mullen's recognition as a Fast
Company Most Innovative Company and as a two-time Advertising
Age A-List Agency. The agency is headquartered in Boston and is an
independent brand within the Interpublic Group of Companies (NYSE:IPG).
is pioneering the concept of Path to Purchase Media. It transforms
consumers' interactions with products and brands along the path to
purchase into powerful new online advertising solutions and marketing
The company's unique data and technology powers its Path to Purchase
targeting solutions. It sources its data directly from more than 300
data partners, comprising some of the most popular websites used by
consumers along the path to purchase: retailers, manufacturers,
price-comparison engines, coupon sites, and product-support sites.
OwnerIQ designed its technology to maximize the performance of its
unique Path to Purchase data in the world of programmatic buying. CoEx,
its data management platform (DMP), tags and catalogs more than a
billion consumer product and brand interactions per month. OPTMS, the
company's demand side platform, or DSP, is integrated with every major
inventory pool - seeing billions of pre-filtered advertising
opportunities via real-time bid, or RTB, each day.
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