GroupM launches data insights tool mPlatform to provide ‘accountability’ across media
Media buying giant GroupM has created mPlatform, a new data and insights division which, it claims, will merge “hundreds” of data sources to profile consumers.
The new division will be headed up by current Xaxis CEO, Brian Gleeson, who will head up the new division which will have four regional presidents, with the APAC head yet to be named.
mPlatform head Brian Gleeson
In an interview overnight with AdExchanger, Gleeson, said: “The collective mission of mPlatform revolves around technology, data and expertise. The mission is how to take each of those elements and put them together to provide addressability and accountability across all media.”
Some more blackbox bollocks.
I think Brian was meant to say “The mission is how to take each of those elements and put them together to provide profitability for GroupM”.
Also wonder how accurate their probabilistic user graph will be, I have my bets on <50%.
It’s sad that what appears to be a fascinating initiative is so clouded with the self interest business practices of GroupM.
Looks ambitious. Bringing together all sorts of data to do better modelling, targetting, etc. Good luck to them if it works!