Point of view: A look in IPG's lab

Joe Mandese

After almost a year in development, Interpublic has opened the doors to its new media lab in New York.

Point of view: A look in IPG's lab

Joe MandeseMediaPost

After nearly a year in development, Interpublic recently opened its new media lab in New York.The lab features an impressive array of the most state-of-the-art, and even some next-generation, media technologies that are fundamentally changing the way consumers connect with content and brands.

Alongside the physical lab there is a 'virtual lab' that serves two functions. One being the central repository for all of new media and advertising technology that Mediabrands has evaluated, vetted and deemed ready for real-world application.The other is serving as a means of determining what...

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