GroupM Adds Google Behavioral Data to Choreograph

GroupM, WPP's media investment group, has announced it will integrate behavioral data into its Choreograph insights platform via Google's Audience Insights API.

Choreograph is the data and technology organization that powers media activation across GroupM, and integration with Google's Audience Insights API will provide marketing teams with access to instant and actionable insights on browsing and shopping behavior, to inform their campaign planning and activation. The API aggregates billions of anonymous signals from the web, search and YouTube. The new insights were piloted by WPP's Wavemaker and are now available to GroupM clients globally via Choreograph's Insights Platform.

GroupM says the collaboration will enable the creation of unique new demographic profiles, audience strategies and activation against unique data signals for clients.

Stephan Bruneau, Product Leader for Insights and Planning at GroupM says of the deal: 'We're proud of the brilliant tool our team has delivered in partnership with Google and to be the very first agency group to unlock this opportunity for our clients. Better understanding the interests, habits, and needs of audiences is a constant request from clients and we now have industry leading tech to help them navigate this challenge'.

Web site: www.groupm.com .