Kids Corp, the martech company specializing in the U18 segment, and IPG Mediabrands, the global network of media agencies of Interpublic Group (NYSE: IPG), have formed a partnership to change the paradigm in the advertising industry in Mexico.
With this partnership, IPG Mediabrands Mexico adopts Kite, the Software-as-a-Service (SaaS) advertising platform from Kids Corp, as the technology and driving force behind all its digital advertising investments targeted at audiences under 18 years old in Mexico. This alliance not only redefines the standard but also promises to inspire and transform the advertising experience for brands targeting these segments.
The agreement between the two companies is a milestone in the U18-targeted advertising industry. The planning and programmatic buying teams at IPG Mediabrands Mexico begin operating the Kite platform in a self-managed way, empowering themselves for the first time with a solution that allows them to reach children and teenagers audiences.
Kite is the only platform in the market that can granularly segment audiences under 18 by country, age, gender, passion-points, among others, and connect them on their favorite platforms such as YouTube channels, apps, CTV, and metaverses.
"We are very excited to seal this new agreement with IPG Mediabrands Mexico. While we already have a history of working together for their U18 segment clients, this new partnership takes our relationship to the next level, positioning us as the technological and data partner for their agencies when it comes to marketing for the U18 segment. Our goal is to continue providing increasingly sophisticated solutions, always meeting the requirements of advertising holdings of the caliber of IPG Mediabrands for their clients," highlighted Demian Falestchi, CEO of Kids Corp.
"The audience of children and teenagers requires a very different strategic approach than adult audiences. To understand their behaviors, what they are looking for, and where they are going, data is extremely necessary and important, which is one of the great contributions that this strategic alliance with Kids Corp gives us. In Kite, we found an excellent solution to gain insights in planning, activate with innovative formats, as well as achieve proper optimization and measurement of our clients' campaigns for the U18 segment, ensuring efficiency in the delivery of each campaign and raising the business results of our clients," stated Diana Fonseca, Head of Digital Solutions KINESSO Mexico.
This agreement means more than the adoption of unique technology certified under global data privacy regulations for minors. It also allows the teams of IPG Mediabrands Mexico and Kids Corp to offer more holistic and integrated solutions for their clients, being able to access the proprietary data & insights platform "Askids," the Brand & Shopper tracking of the Toys and Entertainment categories, Measurement, among other strategy and innovation solutions.
About Kids Corp
Kids Corp is the leading marketing platform for the U18 market. With offices in New York, Mexico City, São Paulo, Buenos Aires, and Montevideo, Kids Corp transforms the way organizations plan, execute, and measure strategies for children, teenagers, and their parents, providing the most comprehensive marketing solutions backed by proprietary technology and expert teams.
More than 500 companies, including Hasbro, Kellogg's, WarnerMedia, Disney, Nintendo, Netflix, Mattel, Pokémon, and Lego, use our data-driven solutions to understand, innovate, and engage with millions of children, teenagers, and parents each month.
About IPG Mediabrands
IPG Mediabrands is the Marketing and Media Solutions division of Interpublic Group (NYSE: IPG). IPG Mediabrands manages approximately $40 billion in global marketing investment on behalf of its clients and provides strategic services and solutions through UM and Initiative - its award-winning comprehensive agency networks - and through KINESSO, Magna, Orion, Rapport, Healix, Mediabrands Content Studio, and the IPG Media Lab - its innovative specialized marketing companies. IPG Mediabrands' clients include many of the world's most iconic and globally recognized brands across various industry sectors. The company has over 13,000 marketing experts in more than 130 countries, representing complete human diversity. For more information, please visit us on our website: https://latam.ipgmediabrands.com/ and be sure to follow us on Linkedin or Instagram.
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