HOLLYWOOD, Fl -- If you missed the announcement in November, you may not know that another ad agency holding group has enacted another reorganization aimed at making business more client-centric and function-driven.
GroupM launched [m]Platform, a "suite" that comprises data analytics, audience insights, data scientists, technologists from across other GroupM divisions, and in to it wrapped Xaxis, its programmatic and data-driven ad unit.
"The Xaxis platform that has served us so effectively is going to become part of [m]Platform, a GroupM effort to spread it across the entire network of agencies which GroupM oversees," he says.
"The platform will handle all forms of media, giving GroupM, WPP and Xaxis a competitive advantage that we don't see any holding company coming close to matching."
Moore, who is also president of WPP digital, says the new-look entity prefers private programmatic ad exchanges to real-time bidding auctions. Whilst, in the latter, GroupM could be bidding for ads against anyone, private marketplaces constrain the buyers and sellers in the exchange to a preferred pool.
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