Agencies including Initiative and UM will be able to access the data to help speed up targeting and improve insights for clients using tools such as UM’s Business Analytics Engine and Initiative’s Accelerator.

The partnership will be overseen by Arun Kumar, IPG Mediabrands’ global chief data and marketing technology officer. It will cover markets: UK, US, Australia, Belgium, Canada, China, Denmark, France, India, Italy, Japan, Mexico, Netherlands and South Africa.