What features could IPG add to its programmatic advertising platform to increase campaign effectiveness?

Introduction

I would first update the company and product context. Omnicom completed its acquisition of Interpublic on November 26, 2025. On January 7, 2026, it introduced the new Omni, which integrates Acxiom, Interact, Flywheel Commerce Cloud, and Omni's expanded agentic AI framework in one marketing-intelligence operating system. IPG and Interact therefore belong to the case's legacy context; any current gap must be checked against Omni. (Omnicom acquisition completion; new Omni announcement)

The public KINESSO evidence is regional. Its UK and Ireland pages describe audience-led programmatic buying and performance planning, including experimentation and budget optimization, but they do not establish the exact global or client-specific platform in this prompt. (KINESSO UK&I programmatic; KINESSO UK&I performance planning) In an interview, I would scope this as a legacy-IPG programmatic scenario, audit current Omni and relevant KINESSO UK&I capabilities, and propose a new workflow only if that audit confirms a gap.

The goal should be narrower than “add features”: improve a defined advertiser outcome without weakening measurement quality, privacy, brand safety, or operator control. That matters because IAB's 2026 measurement research highlights fragmented data, signal loss, privacy constraints, and difficulty connecting media exposure to outcomes. (IAB State of Data 2026)

Step 1

Clarifying Questions

• **Which workflow are we improving?** Is this planning, audience creation, buying, optimization, reporting, or the handoff between them?

Why it matters: each has different users, data, and failure modes.

• **Who is the primary decision-maker?** A KINESSO trader, an agency strategist, or the advertiser's media lead?

Why it matters: the buyer of the service and the daily operator may need different controls.

• **What does “effectiveness” mean for this client?** Incremental sales, qualified leads, reach, attention, or another business outcome? What is the current baseline?

Why it matters: optimizing a proxy such as clicks can conflict with the actual objective.

• **Which channels and constraints are in scope?** Display, video, CTV, audio, or digital out-of-home; which markets; and which privacy, brand-safety, budget, and pacing rules apply?

Why it matters: a useful proposal must fit the real inventory and governance environment.

• **How is impact measured today?** What exposure, conversion, cost, experiment, and offline-outcome data are available, and how quickly do they arrive?

Why it matters: better recommendations cannot compensate for an unreliable measurement foundation.