Advertising media firm GroupM is bringing its tech and data personnel into a new unit called [m]Platform, which will be led by WPP CEO Brian Gleason. The unit will focus on media-wide accessibility and accountability on tech, data nad expertise. [m]Platform’s key component is the [m]Core audience platform, which combines data across CRM systems to build a “privacy-compliant consumer identifier”, called [m]ID. The ID offers a “360 degree” customer view for advertisers and links with other assets from GroupM parent, Xaxis. [m]Platform is expected to go live by early 2017.
Advertising media firm GroupM is bringing its tech and data personnel into a new unit called [m]Platform, which will be led by Xaxis CEO Brian Gleason. The unit will focus on media-wide accessibility and accountability on tech, data nad expertise. [m]Platform’s key component is the [m]Core audience platform, which combines data across CRM systems to build a “privacy-compliant consumer identifier”, called [m]ID. The ID offers a “360 degree” customer view for advertisers and links with other assets from GroupM parent, WPP. [m]Platform is expected to go live by early 2017.