Programmatic Takeovers

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Last Black Friday, GroupM Ireland ran the first ever targeted programmatic takeovers in Ireland for Sky and Sony PlayStation. Since then, they have been our go-to digital execution for clients launching a new product or promoting a new offer in market, due to their ability to deliver reach at scale with precision targeting and minimal wastage.

Historically, takeovers have been a somewhat non-targeted digital execution, in which a media agency picks the website audience that best matches with a client’s target audience; e.g. Jaguar and The Irish Times. However, this spray and pray approach is at complete odds with our GroupM programmatic ethos, which is to deliver highly targeted ads driven by data with minimal wastage. In line with this, we looked at our takeover strategy and worked on a solution to fit our standard. The result of which is programmatic takeovers.

Takeovers have always been a reach play, but with programmatic takeovers we can deliver reach within the campaign’s target audience, maximising impact while minimising wastage. We can offer takeover solutions across multiple sites which will deliver greater target audience reach for a similar cost to a traditional HPTO. Thus, providing our clients with greater cut through and cost-efficiency.


For more information on programmatic takeovers, click the PDF icon on the left above or contact:

Ahmed Aswad 
+353 1 415 4351 


About GroupM
GroupM is the world’s leading media investment company responsible for more than $113B in annual media investment through agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX as well as the outcomes-driven programmatic audience company, Xaxis. GroupM creates competitive advantage for advertisers via its worldwide organisation of media experts who deliver powerful insights on consumers and media platforms, trading expertise, market-leading brand-safe media, technology solutions, addressable TV, content, sports and more. 

In Ireland, GroupM is the holding company for Mindshare, MediaCom and Wavemaker with billings in excess of €170m, a staff of 168 and a blue-chip client list that is the envy of the industry.

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