Interpublic Group (NYSE: IPG), one of the top global providers of advertising and marketing services, and D-Wave Quantum Inc., a pioneer in quantum computing systems, software, and services, have announced a partnership that will see the two companies collaborate on quantum computing applications that will spur innovation in marketing investments and strategy.
To address optimisation in marketing efforts, D-Wave and IPG will work together on the research and development of quantum-hybrid applications. Together, the firms will develop quantum applications focused towards constructing high-value audiences for marketers in a range of contexts using D-Wave's quantum computers and hybrid solvers, accessible through the LeapTM quantum cloud service, along with IPG's own data assets.
To construct marketing optimisation equations for one of the top 20 clients of the business and to optimise campaigns in a retail environment, IPG recently started a trial programme with D-Wave.
“At IPG, we understand that every customer is unique, with very personal passions, behaviors and motivations,” said Philippe Krakowsky, CEO of IPG. “By working with D-Wave and adopting quantum technology as part of our tech stack, we believe we can uncover an even greater collection of data-driven insights to deliver more relevant and effective marketing for our clients, at scale.”
“In today’s highly connected and deeply digital world, consumers are met with brand messages daily. Breaking through to reach the right customer at the right time remains a difficult challenge given the vast number of variables to consider,” said Dr. Alan Baratz, CEO of D-Wave. “We’re excited to work with IPG to bring the power of quantum to advertising optimization, more efficiently harnessing a massive amount of data to create hyper-targeted campaigns that drive desired outcomes for brands.”
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