GroupM pushes development of China’s marketing industry
When digital media develops in a dramatic and rapid way, communication modes experience substantial changes and updates. Data and technology play an indispensable role in this process.
GroupM, a leading media investment management group, has made a breakthrough on this. In November of 2016, it launched [m] PLATFORM globally, which provides a solution to efficient marketing.
Built on a collection of data, technology and outstanding experts, [m]PLATFORM describes itself as an audience intelligence and activation platform, which delivers personalized advertising at scale and forges strong links between brands and consumers.
Its core lies in [mp]ID, a singular consumer identifier which unifies consumer information from all digital channels and generates a consistent overview on consumer’s purchasing behavior.
Fight against Invalid traffic
A well-developed digital media is a two-edged sword. It makes mass and scalable marketing possible but also causes the existence of invalid traffic and risks which pose a threat to the brand reputation and market order.
GroupM China launched its Brand Safety Initiative this June. It focuses on issues including viewability, fraud and contextual brand safety.
The initiative has won support from multiple parties, including leading advertisers, publishers, tech measurement companies and the China Media Assessment Council, to fight for a safe, credible and transparent digital marketing environment.
The Global Times recently interviewed Michel De Rijk, APAC President of [m]PLATFORM and John Montgomery, GroupM’s Executive Vice-President of Global Brand Safety, to learn more about this.
[m]PLATFORM media briefing