GroupM Launch Combines ‘All’ Its Data

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.

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Originally posted at Daily Research News Online
29th November 2016