[Mobile+AdXchange] GroupM Unveils Demand-Side Platform For Mobile Media Buys

WPP???s GroupM division this morning announced that its B3 media trading platform has launched what it touted as display advertisers to ???dynamically measure, value, buy and optimize placements on a real time, impression-by-impression basis, with machine-learning algorithms based on success in achieving a brand???s desired goal.???

GroupM said the platform differs from existing mobile ad trading systems that optimize primarily on click-through results, because the B3 system also provides advertisers with the ability to ???control media investments based on downstream consumer activity on mobile applications and across branded mobile sites.???

GroupM said the platform will be led by its in-house mobile unit, Joule, but that all of its media shops ??? Maxus, MEC, MediaCom, and Mindshare ??? would utilize it.

GroupM also noted that the platform utilizes ???decisioning technology??? developed in conjunction with Boston-based DataXu.

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