The platform will improve advertisers' ability to use audience defining insights from hundreds of data sources to find and communicate with their consumers across all media.
GroupM, the media agency group of WPP, recently announced the global launch of [m]PLATFORM, an advanced technology suite with flexible media planning applications, data analytics and digital services. The platform will improve advertisers' ability to use audience defining insights from hundreds of data sources to find and communicate with their consumers across all media.
The new platform makes it possible for media planners at GroupM agencies to use the most detailed consumer data to achieve results for their clients. It is supported by a team of data scientists, technologists and digital practitioners from across GroupM companies and Xaxis. [m]PLATFORM unifies 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.
Brian Gleason, global chief executive officer of Xaxis, has been named as the chief executive officer of [m]PLATFORM, a products and service organization within GroupM. He will lead the continuous development of market-leading technology to ingest any data important to identifying a client's audiences and applications that efficiently engage them on any platform. For clients, [m]PLATFORM delivers objective insights and the power of choice across data, technologies and key performance indicators in their GroupM agency's scope of work.
"Marketers are under tremendous pressure to deliver results from media investments. This flexible platform approach enables us to focus $7 billion worth of investments we've made in data and technology over 10 years to help them realize a marketplace advantage. "Our agencies will now have deeper consumer insights and the most robust technology in the market." says Kelly Clark, chief executive officer, GroupM Global, in a press release.
[m]PLATFORM connects wide-ranging WPP data sources across Kantar and Wunderman; third-party data providers; GroupM's data from unique agreements with global media partners; and clients' own data when they choose. 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 (varies by region according to local regulations). The connected platform ensures insights carry through the whole communications process:
. [m]Core is the first full-stack audience intelligence platform combining cross-platform data (display, mobile, video, offline CRM, apps, etc.) for a singular consumer identifier, [m]ID.
. [m]Insights is the largest audience-centric media planning tool with cross-channel planning, creative workflow management, unified audience frequency capping and location-based and indemo reach management.
. [m]Analytics marries online and offline campaign-level data to [m]ID to enable analytics, attribution and optimization.
. [m]Report merges data into a single, intuitive visualization dashboard with actionable intelligence.
"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. Today, marketers have to know their customers in richer detail than ever before, or else they won't reach them. [m]PLATFORM is an audience-centric approach enabling our agencies with individualised consumer insights and technologies to reach audiences without boundaries," says Gleason in a press release.
Clark adds, "The technology development teams reporting to Brian demonstrate his ability to continuously innovate winning solutions for clients. Now, the best of our technologies, whether built, acquired or partnered are consolidated under his remit to enable our agencies with an unparalleled ability to reach audiences and deliver outcomes for their clients."
GroupM is building a global organisation to support [m]PLATFORM. Four regional presidents will report to Gleason. Recently named president of platform services in North America, Phil Cowdell is now president [m]PLATFORM, NA. Lucas Mentasti is named president, [m]PLATFORM, Latam. presidents in EMEA and APAC will be named shortly. Also on the [m]PLATFORM global leadership team is Nicolle Pangis, chief operating officer; Jack Smith, chief strategy officer and Bob Hammond, chief technology officer. Pan-regional collaboration will ensure consistent information and experience to global clients, but with the bespoke strategic point of view of their selected GroupM agency.