GroupM Launches Programmatic Marketplace, Result of Licensing Deals with Magnite and PubMatic
The media investment division of WPP, GroupM, has launched a programmatic marketplace covering everything from Connected TV and online video and display ads. This is a result of GroupM’s licensing deals with SSP platforms Magnite and Pubmatic.
GroupM believes that the Premium Marketplace will allow advertisers more transparency in this otherwise lopsided ecosystem of internet ads.
The GroupM Premium Marketplace is an integrated and unified programmatic marketplace created through worldwide collaboration agreements with Magnite in North America and PubMatic in Europe and the Middle East. It comes in response to an RFP that urged vendors to show their capabilities in the fast-growing CTV industry as well as in high-growth areas.
GroupM also expands on its previous SPO efforts, codenamed Premium Supply, which saw it centralize programmatic spending to a small number of SSPs, including Magnite, PubMatic, and Index Exchange, strategies that have been deployed on Madison Avenue.
According to a press release, GroupM Premium Marketplace will –
“provide clients with direct and advantaged access to high-quality publisher inventory”