It’s been six months since GroupM launched mPlatform to unify its agencies’ access to data and technology.
Since its inception, the organization has rolled out a data repository containing insights tied to known consumer IDs and now agencies across GroupM and WPP are “building it into the fabric of their networks,” said mPlatform CEO Brian Gleason.
“Each agency has a different center of gravity,” Gleason said. “[MPlatform is building] practices [around] ecommerce, digital operations, search, social and programmatic. Rather than concentrating in that in one place, they live across each agency.”
While the agencies figure out how to use mPlatform’s data to the best advantage of their clients, Gleason focuses on normalizing best practices, training and learning systems across the organization. So far, GroupM has named global leadership, trained 1,000 people and onboarded at least five clients on the platform.
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