IMAA announces new media partners Spotify, Kargo, EMX and Quantcast

Spotify, Kargo, EMX and Quantcast have been announced as new media partners for the Independent Media Agencies of Australia (IMAA).

The national, not-for-profit association, which launched earlier in 2020, said the new partners will help grow the resources, insights, webinars and advice it provides to members.

Spotify may be the biggest name among the new partners, with the DSP having 299 million users across 92 markets, but mobile advertising experience company Kargo, digital advertising marketplace EMX, and audience measurement business Quantcast will all bring plenty to the table for IMAA members.

Kargo general manager APAC, Robert Leach, highlighted the importance of independent, media agencies for the industry.

“The IMAA provides an arena for agencies to collaborate and celebrate the benefits of being independent, Australian-owned media agencies. While we are a branch of a nearly 20-year old company in the US, Kargo Australia launched just four years ago, with a focus on working with many of these independent agencies, sharing in their mobile advertising challenges and working to help solve them on what is now the largest media platform, both locally and globally,” he said.

“Independent agencies represent approximately 30% of media spend in Australia and are vital to a healthy media landscape. They tend to have a strong client focus, and to be extremely nimble in the face of an ever-changing market landscape. This ‘start-up’ mentality adopted by the independent agencies, is a natural fit with Kargo’s innovation and adaptability; we’re very excited to partner with the IMAA into 2021.”

EMX’s marketplace serves publishers, advertisers and agencies with programmatic ad tech and advertising solutions, and EMX APAC managing director Deryck Willis called the IMAA a “breath of fresh air” which “couldn’t have come at a better time.

“As a media technology business that specialises in working with independent agencies, we are excited to be considered a partner of the IMAA and looking forward to supporting the Australian independent agencies,” Willis added.

Quantcast also comes on board, with the San Francisco-based company a provider of software, information and advertising services for marketers, publishers and advertising agencies worldwide.

The audience intelligence company combines machine learning, a privacy-by-design approach, and live data drawn from more than 100 million online destinations.

“We are extremely excited to partner with the IMAA and increase our ongoing support for independent agencies,” Quantcast commercial director ANZ, Craig Bosner, said.

“We are in the fortunate position that we already have the pleasure of working with the vast majority of the IMAA members, often as an extension of their agency teams to help assist in delivering their respective digital planning, insights and activation strategies for clients.”

IMAA GM Sam Buchanan said of the partner announcement; “Our media partners provide valuable advice, insights, webinars and resources to our growing IMAA membership and we are delighted to welcome our newest media partners.

“It demonstrates both the strength and importance of the independent media agency sector and media partners recognise the vital role we play in the broader industry. We are looking forward to a big year in 2021.”

The IMAA’s key initiatives so far in 2020 have included its COVID-19 webinar series, which has featured experts dissecting topics including government stimulus packages and, more recently, workplace culture during the pandemic.


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