GroupM, WPP's media investment group, has launched an advanced technology suite of media planning applications, data analytics tools and digital services.
The world’s largest advertising media company has created mPlatform with the aim of improving advertisers’ ability to use audience-defining insights from hundreds of data sources to find and communicate with their consumers across all media.
“The rise of digital and mobile technologies, media fragmentation and expanding eCommerce create a pivot point in marketing where the scientific application of data to media strategies is essential,” said Brian Gleason, CEO of mPlatform. “Today, marketers have to know their customers in richer detail than ever before, or else they won’t reach them. mPlatform is an audience-centric approach enabling our agencies with individualized consumer insights and technologies to reach audiences without boundaries.”
mPlatform aims to unify data analytics and digital services including search, social, mobile, digital ad operations and programmatic into one team delivering a completely open and fully transparent data and technology architecture. For GroupM clients, it aims to deliver objective insights and the power of choice across data, technologies and key performance indicators.
CEO GroupM global Kelly Clark said: “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 10 years to help them realize a marketplace advantage.”