Roku Inc. and IPG Mediabrands' MAGNA agreed to a strategic partnership to deliver targeted advertising to over-the-top viewers.

IPG Mediabrands clients will now get access to the Roku platform's advanced advertising capabilities like audience measurement, interactivity, precision targeting and programmatic workflows. The partnership will allow MAGNA clients to reach audiences who have shifted their TV consumption to OTT, the company said Jan. 25.

Clients will be able to precisely target viewers on the Roku platform via Roku data, along with the proprietary data stack of IPG Mediabrands' programmatic arm Cadreon.

IPG Mediabrands is a unit of Interpublic Group of Cos. Inc.