GroupM, the media investment arm of WPP, launched a programmatic marketplace that covers connected TV, online video and display ads, which it argues will bring more transparency to advertisers in the sometimes murky world of internet ads.
The GroupM Premium Marketplace, introduced on Thursday, was built to give advertisers access to publisher ad inventory online, “reducing opportunities for fraud and inventory misrepresentation in the media supply chain,” GroupM announced.
GroupM also brought in Magnite and PubMatic as partners, with the two sell-side platforms bringing ad inventory from publishers into the marketplace. The new offering streamlines the programmatic advertising process for brands and is meant to simplify the transactions, said Andrew Meaden, global head of investment for GroupM.
“If you set up a clean system, whereby you bring in the publisher inventory yourself, and you control that technology, and you then allow full openness of that to the clients to be able to look into, then that ensures a much cleaner and more transparent way,” Meaden said.
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