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.What's the rationale? In this video interview with Beet.TV, Xaxis chairman David J. Moore explains it's about "organizing around customer and client needs".
"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.
This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV's coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.
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