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 move comes as the company continues to expand in Europe, where it has been expanding its presence with acquisitions of mobile advertising technology provider AdMob for $450 million earlier this year. [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.
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.