WPP's media investment arm GroupM has brought together all its data, analytics and digital services in a new suite of products, [m]PLATFORM, creating what it claims is the ad industry's 'most powerful collection of data, technology and expertise for audience addressability'.
The new [m]PLATFORM solution is supported by a team of data scientists, technologists and digital practitioners from across GroupM specialist companies and Xaxis, WPP's audience profiling and targeting division. The solution connects WPP data sources across Kantar and Wunderman, third-party data providers, GroupM's data from agreements with media partners; and clients' own data when they choose. GroupM says this allows the creation of the 'most complete consumer profiles' within a brand's target audience including rich demographics, technology usage, behavioural insights, purchase history, location data and more.
Former Xaxis Global CEO Brian Gleason (pictured) has been named CEO of [m]PLATFORM, and four regional Presidents will report to him - including Phil Cowdell in North America and Lucas Mentasti across LATAM, with Presidents in EMEA and APAC to be named shortly. Kelly Clark, CEO of GroupM Global, comments: 'Marketers are under tremendous pressure to deliver results from media investments. This flexible platform approach enables us to focus $7bn worth of investments we've made in data and technology over ten years, to help them realize a marketplace advantage. Our agencies will now have deeper consumer insights and the most robust technology in the market'.
Web site: www.groupm.com .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.