Six Months In, mPlatform Begins To Manifest Across GroupM’s Agencies

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It’s been six months since GroupM launched mPlatform to unify its agencies’ access to data and technology. Since its inception, the organization has rolled out a data repository containing insights tied to known consumer IDs and now agencies across GroupM and WPP are “building it into the fabric of their networks,” said mPlatform CEO BrianContinue reading »

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GroupM Discovers Frequency Capping Is A Data Integration Challenge

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Being proficient at programmatic means nothing if an advertiser can’t nail the ad-delivery basics, such as proper frequency caps. But the reality is that advertisers rely on myriad solutions, including DSPs, DMPs and ad servers, to execute a single campaign, and the lack of consistency in KPIs can hurt frequency management – the main culpritContinue reading »

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Two Years In, GroupM Hasn’t Softened Its Tough Stance On Viewability

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GroupM exec John Montgomery has been to CES for nearly a decade, but this is his first year attending as EVP of global brand safety. So what’s a brand safety guy doing at a consumer electronics show? “To understand brand safety, I need to understand where media is going, particularly new data innovations,” he said.Continue reading »

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Move Fast And Break Things: Holding Company Shape Shifts Of 2016

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For the big six holding companies, 2016 was a year of acquisitions, restructures, reviews and leadership shakeups, centering expertise around data and digital. But they also engaged in strategies at odds with best practices and client interests. Faced with shrinking margins and rising technology costs, holding companies found new ways to eke revenue – methodsContinue reading »

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As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

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Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV”Continue reading »

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Why Advertisers Are Nonplussed By Facebook’s Ad Metrics Errors

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Advertisers get a little antsy when they see headlines like “More Facebook Measurement Problems!” – but the sky didn’t fall when Facebook began what’s turned into an ongoing measurement mea culpa. “I don’t have a single client that doubts the social and economic performance and importance of Facebook and all of their platforms,” said Rob Norman,Continue reading »

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Xaxis Under [m]Platform: New Global President Nicolas Bidon Details What’s Changing And What’s Not

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A few weeks ago, WPP initiated [m]Platform, a unit designed to consolidate data and tech expertise throughout the GroupM media agency families. Most of [m]Platforms’ executive leadership came from Xaxis. But where does that leave Xaxis? With global CEO Brian Gleason leaving to oversee [m]Platform, EMEA CEO Nicolas Bidon became Xaxis’ top dog – asContinue reading »

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Magna and GroupM: Digital Will Finally Overtake Linear TV In 2017

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Both WPP’s GroupM and IPG’s Magna pinpoint 2017 as the year digital ad spend finally surpasses linear TV, according to forecasts each media-buying unit released Monday. Magna noted that digital grew 17% globally this year to $178 billion. That’s $27 billion in growth – and $26 billion of that came from digital. GroupM predicts thatContinue reading »

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