GroupM says it’s the industry’s first Demand Side Platform (DSP) advertising solution for mobile media. The platform enables display advertisers to dynamically measure, value, buy and optimize placements on a real time, impression-by-impression basis, with machine-learning algorithms based on success in achieving a brand’s desired goal.
Unlike existing mobile advertising solutions that optimize primarily on click-throughs, the newly-launched solution provides advertisers with the ability to control media investments based on downstream consumer activity on mobile applications and across branded mobile sites. It also allows GroupM, parent company to WPP media agencies Maxus, MEC, MediaCom, and Mindshare, to manage its mobile buys more directly and allocate investments more efficiently.
GroupM’s mobile unit, Joule, will lead the initiative, which will be integrated with GroupM’s new B3 Mobile solution developed by WPP’s Media Innovation Group, to further the company’s efforts to collect cross platform data and insights. B3 Mobile offers insights into digital channel integrations as well as advanced analytics across both mobile display and smartphone applications. It also helps build, target and optimize mobile audiences.
“The mobile DSP integrates the most advanced dynamic bidding system combined with sophisticated analytics to bring about the highest level of media effectiveness, efficiencies and insights,” said Rob Norman, CEO of GroupM North America and Global CEO of GroupM Interaction. “We have consistently kept our clients at the forefront of mobile innovation and we recognized the need to continue to make bold, strong investments in technology to keep them ahead of the curve.”