Forrester’s Media Agency Wave, released Tuesday, gave the highest ratings to the agencies that used data platforms to improve both media execution and ad creatives and created a more centralized, integrated experience for their clients.

IPG media agency UM led the 10 media agencies evaluated for the report. To qualify, each agency needed $10 billion in yearly billings, global presence and had to employ more than 6,000 people. (The previous global media agency Wave came out in 2018.)

UM placed first in part due to its Kinesso offering, built from the Acxiom acquisition. Not only does Kinesso use that data for typical insights, it’s now applying it to develop content for digital ad campaigns, identify audiences and target content to audiences in a precise way, said Forrester principal analyst Jay Pattisall.

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