GroupM to roll out new mobile data technology unit mPlatform
Led by Brian Gleason, the CEO of programmatic ad platform Xaxis, which is also part of the WPP portfolio, mPlatform would slot in alongside other GroupM-owned subsidiaries including data, tech and digital firms.
GroupM to launch mPlatform
Gleason told Business Insider, that the move was in line with recent findings that fewer than 10% of the company’s clients have a good grasp on their consumer as a single overview.
Indeed, data separation is a real problem as it creates a more scattered audience picture, pieced together from in-store traffic, social media metrics, a wide variety of devices and ad analytics. Together, these could make for a fully rounded consumer insight.
The platform will consist of four divisions, including mCore – a data platform, mInsights for media planning, mAnalytics for analytics and mReport as a data dashboard.
The newly formed company will be launched mIDs – which are pieces of code to act as customers’ IDs whenever they move between devices. These are a bit like Apple ID or Google ID in that advertisers can use them to target and track customers.
Gleason explains that mIDs aren’t just cookies.
“It’s code that pulls [data] together. The interesting thing is what’s sourcing into it. mID can be any type of data, a single point of truth, from first-party data, to third-party, offline, online, it’s all aggregated. Think about it as a translation tool […] it gives our customers the ability to have a 360-view [of their audiences] which is significant.”
In addition, mPlatform will provide a better data connection between GroupM-connected companies. This makes it stand out, since data features can be enhanced in accuracy through companies such as Wunderman, Kantar and Millward Brown.
mPlatform is poised to address all media agencies and hopes to help them plan campaigns and evaluate inventory sources across a variety of platforms.
But it’s also a tool for GroupM to help bring together its subsidiaries under a single hood.
In addition to the new platform launch, GroupM recently announced some leadership changes by moving Rino Scanzoni up to Chairman and CEO of its TV business as well as Modi Media and Midas Exchange.