Publicis Media partners with ITV for audience targeting

Publicis Media has announced a strategic partnership with ITV and InfoSum to roll out an innovative UK campaign leveraging Epsilon’s Core ID solution. This transformative initiative will empower brands with the ability to optimise audience targeting within ITVX, aligning them more effectively with their desired demographics.

This pioneering venture will capitalise on the functionalities of Publicis Media's PMX Lift, a groundbreaking tool launched in the UK in 2022. By synergising the broad reach and influence of Publicis Media, and harnessing the superior data processing and cutting-edge technology offered by Epsilon - Publicis Groupe's proprietary audience identity solution, the company aims to provide unparalleled assistance to clients manoeuvring through the increasingly complex audio-visual landscape. PMX Lift is designed to address and overcome an array of client pain points including linear inflation, optimising incremental reach, and facilitating access to premium audience segments.

Rachel Hall, Head of PMX Lift, said: “This industry-first partnership with ITV will mean Publicis Media clients can use the data capabilities of Epsilon’s Core ID matched with ITVX’s logged-in users, to enable brands to deliver a consistent ID solution at scale. It allows us to better target beyond broad demographics and reduces wastage across AV campaigns. Epsilon audiences will now be available in Planet V for our agency teams to access and activate and we have campaigns running across Q2 / 3 for those clients keen to expand their use of Core ID audiences into ITVX.”

Michael Curtis, Trading Controller at ITV, said: “This partnership is a great example of the kind of innovative and progressive developments that we’re bringing to how we are iterating Planet V. By unlocking even more insights from data we’re creating unique audience segmentation for Publicis Media and we look forward to seeing the positive results for clients coming on-board to use this solution.”
Colin Buckingham, Head of Media at Birds Eye, said: “We are thrilled to be partnering with ITV and Publicis Media to carry out this industry first test. As our AV and media mix evolves, we want to continue to be working on ways that help future proof our advertising performance by finding new ways to reach our key audiences at scale.”