Dive Brief:
- Interpublic's media buying shop UM has entered a two-year, nine-figure media deal with Facebook.
- Under the terms, UM has agreed to double its media buy with the social network, a move that will allocate budgets traditionally reserved for TV or online video.
- In return, UM received access to data, research, premium inventory, and "preferred pricing" — a term that means it may receive rates that are reduced, but not necessarily exclusive.
Dive Insight:
The major, high-dollar deal shows that Facebook now has the right kind of numbers that rival TV audiences. Not only that, but social platforms offer better control when it comes to targeting videos.
