WPP pools customer data into GroupM global suite

WPP-owned media agency GroupM is launching a global technology suite which unites the customer information held by all WPP data divisions amid claims it will improve advertisers’ ability to use audience-defining insights across all media.
Dubbed the “M Platform”, the scheme will be accessible to all media planners at GroupM agencies to use detailed consumer data to achieve results for their clients.
The platform connects WPP data sources including Kantar, Wunderman and Millward Brown; third-party data providers; GroupM’s data from unique agreements with global media partners; and clients’ own data when they choose. It is the latest launch in WPP boss Sir Martin Sorrell’s plan to boost what the firm describes as “data asset management”.
It is supported by a team of data scientists, technologists and digital practitioners from across GroupM specialist companies and Xaxis.
The platform unifies data analytics and digital services including search, social, mobile, digital ad operations and programmatic into one team delivering what it insists is a completely open and fully transparent data and technology architecture.
Brian Gleason, most recently global CEO of Xaxis, will be CEO of M Platform and will lead the development of the technology to ingest any data important to identifying a client’s audiences and applications that efficiently engage them on any platform.
GroupM Global chief executive 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 realise a marketplace advantage. Our agencies will now have deeper consumer insights and the most robust technology in the market.”
Gleason added: “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.”