Dive Brief:

• IPG Mediagroup now holds a 10% minority interest in out-of-house ad tech firm ADstruc. 
• The holding company will work with ADstruc through its Rapport U.S. unit to help it transition to and streamline OOH buying and planning with an automated system. 
• The OOH market is expected to grow 4.8% in the U.S. this year, according to estimates by IPG's Magna Global unit. 

Dive Insight:

With the OOH market on the rise, it makes sense that IPG would want to become involved. ADstruc's technology will help to deliver more precise targeting which will benefit IPG in the long run. The addition of OOH ad tech will give IPG a more comprehensive picture of how people interact with media.