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GroupM partners with SpotX for premium video supply

Campaign 23 Oct 2020 01:50

Why you should care: For a while, media agencies lost their key value add - negotiating tactics - to automation in the programmatic supply chain. By partnering with select programmatic supply partners, they’re able to regain that leverage by negotiating fees and add value by ensuring transparency to their clients.

WPP’s GroupM has appointed video supply-side platform SpotX as its preferred partner for programmatic video inventory, both digital and over the top TV.

The partnership is not exclusive, and the global media planning and buying behemoth will continue working with other supply platforms based on client needs. But prioritizing a vetted, premium partner allows the agency group to guarantee savings, transparency and inventory quality for clients in the murky programmatic supply chain.

“We have been consolidating our supply partnerships for a long time by making sure each offers unique inventory at the best possible rates for GroupM clients,” said Esra Bacher, managing partner and programmatic investment lead at the WPP unit.

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