GroupM’s big programmatic move; acquires The Exchange Lab
GroupM has taken a big step in enhancing its programmatic offer. The WPP media investment company has acquired programmatic marketing solutions company The Exchange Lab.
The Exchange Lab’s proprietary technology ‘Proteus’ that enables a complete view of all programmatic channels will be integrated within Connect, GroupM’s worldwide consolidated agency services platform across biddable and real time media. The objective is to aid the efficient and objective measurement and allocation of marketing budgets across any and all programmatic partners, including GroupM’s own proprietary media properties.
Founded in 2007, The Exchange Lab employs around 130 people working in offices in London, New York, Chicago, Singapore and Toronto, serving 700 clients this year. These include Virgin Holidays, Volkswagen, A&W, Glasses Direct and Vue Entertainment.
The Exchange Lab’s revenues for the year ended 31 December 2014 were £21.4 million, with gross assets of £11.5 million as at the same date.
This investment continues WPP’s strategy of developing its services in fast-growing and important markets and sectors and strengthening its digital capabilities. WPP’s digital revenues were USD 6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of USD 19 billion. WPP has set a target of 40-45 per cent of revenue to be derived from digital in the next five years.
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