Groupm Ac­quires Pro­gram­matic Mar­ket­ing Tech Com­pany

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Groupm, the global me­dia in­vest­ment man­age­ment group part WPP, has ac­quired The Ex­change Lab, a pro­gram­matic mar­ket­ing so­lu­tions com­pany, and its pro­pri­etary tech­nol­ogy, 'Proteus', which en­ables a com­plete view of all pro­gram­matic chan­nels and part­ners. The in­te­gra­tion of Proteus within Con­nect, Groupm's world­wide con­sol­i­dated agency ser­vices plat­form across bid­dable and real time me­dia, is be­lieved to fur­ther aid the ef­fi­cient and ob­jec­tive mea­sure­ment and al­lo­ca­tion of mar­ket­ing bud­gets across any and all pro­gram­matic part­ners, in­clud­ing Groupm's own pro­pri­etary me­dia prop­er­ties. Founded in 2007, The Ex­change Lab em­ploys around 130 peo­ple work­ing in of­fices in Lon­don, New York, Chicago, Sin­ga­pore and Toronto, serv­ing 700 clients this year. Th­ese in­clude Vir­gin Hol­i­days, Volk­swa­gen, A&W, Glasses Di­rect and Vue En­ter­tain­ment. This in­vest­ment con­tin­ues WPP'S strat­egy of de­vel­op­ing its ser­vices in fast-grow­ing and im­por­tant mar­kets and sec­tors and strength­en­ing its dig­i­tal ca­pa­bil­i­ties. WPP'S dig­i­tal rev­enues were US$6.9 bil­lion in 2014, rep­re­sent­ing 36% of the Group's to­tal rev­enues of US$19 bil­lion. WPP has set a tar­get of 40-45% of rev­enue to be de­rived from dig­i­tal in the next five years.

The O2 team

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