Mediabrands, part of ad holding company IPG, launches a 5,000-square-foot lab to put new tech in the hands of big marketers and expand the role of the media companies in its stable.
When it comes to high profile experiments in blending technology and advertising, creative agencies typically get the credit. But their counterparts, media buying shops, are toying with all kinds of tech, too. These are media specialists, after all, the ones arguably with the most intense connection to the world of emerging technology. Also, they control giant piles of money.
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