News18 Executes Creative OOH Campaign at GroupM Office
With all the excitement surrounding the General Elections, News18 Network has launched a creative campaign. To generate buzz about News18’s unmatched election coverage, an interactive experience was set up at GroupM.
News18 set up an inventive OOH campaign at GroupM
GroupM employees perceived the strategically positioned branded screen as merely another OOH media deployment at their workplace, even though it was part of the campaign. You can only imagine how shocked they were when the News18 anchor whose photo was on display came to life and began to speak.
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People who were sitting around or passing by the screen at the GroupM office interacted with News18 anchors Zakka Jacob, Managing Editor, CNN-News18, Rahul Shivshankar, Consulting Editor, Network18, and Rubika Liyaquat, Consulting Editor, News18 India, through the screen. It was clear from News18’s campaign that GroupM staff members enjoyed having open discussions with the anchors.
What was the campaign about?
The campaign seeks to reaffirm News18’s status as THE place to go during the elections. The campaign highlights how News18’s coverage of the general election is greatly enhanced by its most illustrious and experienced team of anchors, broad reach, extensive on-location presence, assortment of TV, digital, and social media assets, and variety of content formats available, all of which contribute to programming that is unparalleled and unequaled.
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GroupM Names Wavemaker’s Toby Jenner as Global President, GroupM Clients
Toby Jenner has been named Global President, GroupM Clients by GroupM, WPP’s media investment group. Jenner, who has guided GroupM agency Wavemaker to the top spot in COMvergence’s yearly new business rankings, will take on a new role in which he will be in charge of overseeing GroupM’s go-to-market strategy and global proposition as well as its growth, marketing, and communications teams and functions. The move is intended to accelerate the company’s growth and solidify its position as the industry’s premier media investment and marketing partner.
GroupM ropes Toby Jenner as Global President, GroupM Clients
Together with his broader responsibilities, Jenner will still be in charge of Wavemaker. He brings more than 20 years of leadership experience from managing operations and fostering growth at GroupM agencies Wavemaker and MediaCom. He has worked in local, regional, and international roles in markets like Singapore, Australia, the US, and the UK.
Jenner’s new roles and responsibilities
Jenner’s new position will see him in charge of GroupM’s business development, growth, marketing, and communications to audiences in the industry, clients, and staff. In addition to his Wavemaker responsibilities, he will oversee integrated growth, marketing, and communications initiatives throughout GroupM. In order to find growth opportunities, create integrated solutions that make use of the industry’s largest talent pool, and clearly convey GroupM’s value proposition, he will collaborate closely with the agency and GroupM leadership. Jenner’s appointment is part of GroupM’s ongoing business transformation, which aims to accelerate growth and innovation by bringing together its teams and capabilities to provide clients with more integrated, agile, and effective solutions.
Read More: GroupM Announces Ad Innovation Accelerator for Future of Advertising
Here’s what they said
Christian Juhl, Global CEO of GroupM said,
“Toby’s deep understanding of client needs, industry knowledge, and track record as the industry’s most successful new business leader make him the best possible candidate to lead our growth and marketing efforts going forward. We have the strongest agencies in the business backed by the world’s most advanced media delivery platform and codified way of working underpinned by our unrivalled, scaled intelligence. Putting our story in Toby’s hands will give us a significant edge as we further strengthen our position and look to accelerate our growth in the months ahead.”
Jenner added,
“Over the past year and a half, we’ve demonstrated the success of combining agency talent with GroupM’s Globally scaled technology and activation capabilities. I’m thrilled to have the opportunity to showcase our networked capabilities which we have been developing across GroupM to drive the next phase of growth for our organization. I look forward to collaborating with Christian, our agency leaders, and, just as importantly, the incredible talent we have across the world’s #1 media group to help drive our clients’ business impact and deliver them exceptional growth.”
Read More: PubMatic Announces Partnership with GroupM For Cohort-Based Modeling Capabilities
PubMatic Announces Partnership with GroupM For Cohort-Based Modeling Capabilities
NYC/London, April 16th, 2024 — PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, announced a partnership with GroupM, WPP’s media investment group, to deliver cohort-based modeling capabilities for advertisers. This collaboration, a first-of-its-kind in the market, leverages a distributed AI model via Resolve, a Choreograph company, to enable scaled targeting across multiple publishers simultaneously, ensuring privacy-first ad buying at scale.
The proprietary technology, seamlessly integrated into the PubMatic SSP, utilizes impression level data to generate privacy-compliant audience segments. The technology delivers sustainable scalability for both buyers and sellers, with no personal data moved or shared in the buying process. Data is exclusively connected to inventory on the sell-side, creating enhanced auction packages for advertisers through advanced demand-side tools. This ensures full-scale inventory reach, while eliminating the need for ID matching.
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Data signals within the digital media ecosystem are evolving with the deprecation of third-party cookies on Chrome, impacting addressability across the open web. PubMatic has been making dedicated investments over the past few years to address this challenge, and 80% of impressions on the platform now have alternative signals to the third-party cookie available to buyers. Nonetheless, there remains work to be done to close the remaining gap. This new strategic partnership further expands our efforts towards ensuring robust protection of user data and fostering insight-driven advertising that fuels value for both brands and publishers.
User privacy is rigorously safeguarded through machine learning AI technology that collates data and drives segmentation, rather than third-party cookies, while it also eliminates the need for user-level data to be moved or shared during the buying process. This empowers publishers to leverage their first-party data without compromising user trust, providing more effective addressability to all GroupM advertisers. This approach is channel agnostic, which means publishers and advertisers can participate regardless of device or ad format, inclusive of CTV, mobile app, and browser environments. This collaboration creates a more transparent, privacy-first, and universally rewarding online advertising experience.
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Andrew Baron, Senior Vice President of Addressability and Marketplace at PubMatic reemphasizes,
“Upholding user privacy while simultaneously driving value for brands and publishers is of paramount importance in digital advertising. This first-of-its-kind partnership with GroupM offers a solution that combines PubMatic’s data and infrastructure with Resolve’s technology to deliver measurable advertising outcomes across cookieless inventory. This powerful combination of advanced privacy-safe technology and the extensive reach of PubMatic will redefine how publishers and advertisers collaborate, making it simple to optimise ad relevance and maximise the positive impact of ad campaigns on all sides.”
GroupM’s Senior Director of Investment, Rory Latham, says:
“This partnership with PubMatic gives us the opportunity to drive efficiency for clients by consolidating with fewer partners and strengthening our capabilities. By tapping into PubMatic’s vast range of capabilities and connections, we can enhance access to a triple-tiered selection of benefits including expanded addressability, refined data protection, and continued targeting precision even amid data access and regulatory challenges.”
The new solution is now available across the United States and United Kingdom.
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Vishal Sharma Joins LS Digital As Deputy Vice President of Media Buying
Vishal Sharma has joined LS Digital as Deputy Vice President (DVP) of Media Buying, an important member of the company’s leadership team. Vishal joins LS Digital Group after an impressive six-year career at GroupM, where he was a Senior Investment Director responsible for developing strategies and achieving outcomes in the fast-paced media sector.
LS Digital Onboards Vishal Sharma as DVP – Media Buying
Sharma’s appointment indicates LS Digital Group’s dedication to enhancing its capabilities and providing unmatched value to its clients. Sharma has a track record of success and a thorough understanding of the nuances of media buying. His long tenure at GroupM has given him a distinct viewpoint and insight into negotiating the intricacies of the digital advertising market.
Vishal’s hiring is crucial for LS Digital Group as it works to establish itself as a dominant force in the digital advertising space and broaden its reach. His hiring further demonstrates LS Digital Group’s dedication to drawing in elite talent and putting money into its employees to foster innovation and provide clients with exceptional service.
Here’s what they said
Commenting on his new role at LS Digital Group, Vishal Sharma expressed his enthusiasm for the opportunity to contribute to the company’s growth and success. He said
I am thrilled to embark on this new journey with Logicserve Digital Group, eager to embrace the fresh challenges that lie ahead. I am filled with gratitude to the journey that has led me to this moment, and I would like to extend my sincerest thanks to Manesh V. With great anticipation, I look forward to immersing myself in my new role and delivering significant results.”
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Starcom Secures Ubisoft’s Global Media Account
Starcom, a Publicis media agency, won Ubisoft’s global media planning and buying account after a competitive pitch. WPP’s GroupM was the account incumbent. After Havas Media reversed course and sold the publisher of video games to other stakeholders, Vivendi acquired a majority stake in the company. It was reappointed in late 2015.
Starcom wins Ubisoft’s global media planning and buying account
At the time, the UK contributed £16 million to the £20 million value of the Ubisoft account. It included Australia and 17 European countries. Presumably, GroupM, under the direction of GroupM France, repitched the account.
Starcom’s initial activity is expected to begin in early 2025. The newest installment in Ubisoft’s well-liked Assassin’s Creed game series, “Assassin’s Creed Codename: Red,” is scheduled for release during the company’s 2025 fiscal year, which ends in March 2025. In terms of creative collaboration, Ubisoft has previously worked with DDB Paris on a film for “Far Cry 5” in 2018 as well as the cinema, TV, and digital promotion of “Far Cry 6” in 2021.
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GroupM Announces Ad Innovation Accelerator for Future of Advertising
WPP’s media investment division, GroupM, has announced the first-to-market GroupM Ad Innovation Accelerator, a program designed to redefine audience and advertiser engagement. Working together with a team of highly skilled TV/video programmers and developers, the company is investigating and creating new video ad formats that will be widely used in ad-supported streaming environments. Participating in the initiative are interactive TV developers BrightLine and KERV, as well as streaming providers Disney, Peacock, Roku, Telly, and YouTube.
Ad Innovation Accelerator
The goal of the Ad Innovation Accelerator, led by GroupM’s investment team that leads the industry, is to transform the 30-second ad spot for streaming audiences while improving brand-viewer relationships and producing quantifiable outcomes for participating GroupM advertisers. The working group will plan and develop scalable ad formats that are intended to be widely used in ad-supported streaming environments with a shared vision. The first users of this program will be Mindshare, Wavemaker, and EssenceMediacom clients of GroupM in North America.
First-to-market program
GroupM described the initiative as a “first-to-market program aimed at redefining engagement between advertisers and audiences,” but it was unclear how long use of the formats would remain exclusive to GroupM clients and if/when they would be made available to other advertisers and agencies. This program discusses evolving viewer preferences and suggests a possible way to advertise streaming services more successfully. Additionally, it aims to improve the relationship between viewers and brands, providing advertisers who work with GroupM with quantifiable results.
GroupM’s Ad Innovation Accelerator plans
This Year, Next Year 2023 End-of-Year Forecast from GroupM predicts that CTV advertising in North America will rise 14.9% in 2024, up from 9.4% in 2023. Early in 2024, the newly established working group will meet. GroupM’s Ad Innovation Accelerator partners have mutually decided to:
- Arrange quarterly meetings and recurring innovation sessions to set objectives. Decide on outputs for newly developed advertising models and techniques.
- In Q1 2024, start pilot projects.
- Utilizing test-and-learn methods, co-create advertising formats for agnostic use throughout the media ecosystem.
- Examine the effectiveness and efficiency of media campaigns by applying the most recent standards and procedures.
Members of the working group will work closely with GroupM advertisers. They indicate a desire to test novel formats and procedures. Early in 2024, benchmark testing will be completed in advance of 2024-2025 upfront planning. Throughout 2024, GroupM’s Ad Innovation Accelerator will expand to additional markets. It will create and test novel ad formats for both established and new media.
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Here’s what they said
Andrew Meaden, Global Head of Investment, GroupM said,
We have to craft a future of our industry where engagement, innovation, and outcomes converge. As we shape the next era of media where advertising works better for people, it is critical we continue to innovate new advertising experiences with our partners around the world to ensure brands are meeting audiences where they are. With more ad-supported options emerging, advertisers must respect audiences’ preferences and use cutting-edge technology to deliver more personalized content.
Mike Fisher, Executive Director, Investment Innovation, GroupM U.S. commented,
Brands advertising in ad-supported streaming environments have an incredible opportunity to engage with attentive consumers, but the rapidly evolving media landscape makes it difficult for advertisers to efficiently and resourcefully launch interactive advertising campaigns. Our clients need a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem. With key stakeholders at the same table, we will shape impactful outcomes that allow advertisers to execute creative, engaging and effective campaigns.
Matt Sweeney, Chief Investment Officer, GroupM U.S. added,
Building on a legacy of setting industry benchmarks and driving responsible media investment, our program is rooted in shared discovery, proven success and forward-thinking. We’re encouraged by our partners’ collective commitments to impactful advertising and their leadership in advancing new ad formats, specifically for streaming video. Uniting partners with varying objectives to streamline ad development will have a multitude of benefits for our advertisers, ultimately allowing for quick iteration and better interoperability across platforms. That’s a win-win for our industry.
Read More: GroupM Bags INR 200 Crore Domino’s Pizza Account’s Media Mandate
GroupM Bags INR 200 Crore Domino’s Pizza Account’s Media Mandate
Jubilant FoodWorks Limited, a food service company based in Noida and a Domino’s franchise in India, is said to have given GroupM India the media mandate. GroupM’s Open Mind, a specialized division, will handle the business. It is estimated that the account is valued at INR 200 crore. The previous owner of the account was Havas Media. All of the big agencies reportedly took part in the pitch for the company’s Domino’s pizza restaurant brand.
GroupM bags Domino’s Pizza Media Mandate
The master franchise for Domino’s Pizza is owned by Jubilant FoodWorks Limited, an Indian food service company, and it is valid in Bangladesh, Sri Lanka, India, and Nepal. The company also owns the brands Dunkin Donuts in India and Popeyes in Bangladesh, Nepal, and Bhutan. Ekdum! and Hong’s Kitchen are two more restaurant brands owned by the company. It is owned by Shyam Sundar Bhartia and Hari Bhartia and is part of the Jubilant Bhartia Group.
First Launched in 1996
Since its 1996 launch in New Delhi, India has grown to become Domino’s Pizza’s largest market outside of the US. Additionally, the company is notable for being the first in India to introduce online and mobile ordering for food service.
Read More: Wavemaker Wins Media Mandate for $20 Million Allianz Account
Wavemaker wins media mandate for $20 million Allianz account
Wavemaker won the $20 million-rated media mandate for insurance group Allianz. The global pitch saw the company aligning its media operations within GroupM. GroupM has been appointed as the global media partner. Australia’s Spark Foundry by Publicis Groupe, did not take part in the global pitch. PHD made it to the last round of pitching. Wavemaker has had a fantastic year, highlighted by this most recent victory. At the end of November, the agency was named B&T’s Media Agency of the Year, in addition to winning several new accounts.
GroupM reappointed as a global media partner
WPP’s media investment group, GroupM, has been reappointed globally as the media partner. Various GroupM agencies are handling the account both globally and market-by-market. Mindshare is poised to take the lead in two-thirds of markets and throughout the world. Allianz will still receive services from EssenceMediacom in the nine foreign markets where it was the incumbent. The company will receive support from mSix&Partners in Germany, the home base of Allianz. The company also uses Omnicom, Publicis agencies, and Jellyfish as non-GroupM players.
Responsibilities as per the media mandate
The mandate includes full-funnel media strategy, planning, purchasing, and campaign execution. Allianz chose GroupM and its agencies because they could provide deep market-level expertise to support local teams in navigating the complexity of the market while also coordinating efficient and consistent media performance globally.
Here’s what they said
Allianz SE’s head of global brand management and marketing, Christian Deuringe said,
With the new partnership, we are able to deploy our One-Brand strategy perfectly and connect with our customers in an even more relevant way across the entire customer journey. The new set-up combines the strengths of globally managed strategies with tailored roll-outs in local markets. We also expect significant synergies through more standardized processes and performance measurement.
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GroupM and Google Announce Post Third-Party Cookie Readiness Program
In collaboration with Google Chrome, GroupM, WPP’s media investment group, announced the opening of the world’s largest post-cookie technology readiness program. GroupM clients come together as part of this global initiative to gain a faster understanding of Google Privacy Sandbox APIs and how they are used in advertising. Clients who are willing to participate will have access to the learning program, which will enable them to evaluate and enhance their preparedness for third-party cookie deprecation in a practical setting with their own audiences and products. The collaboration’s goal is to eventually replace Chrome’s current reliance on third-party cookies.
Readiness Program for post-third-party cookies
In collaboration with Google Chrome, GroupM has introduced the first global post-cookie technology readiness initiative. To assist with technical troubleshooting, clients will be able to anonymously share test results. Additionally, as the test progresses, Google representatives will provide resources and direct feedback to GroupM clients. For the time being, they will only be offering this to GroupM. GroupM intends to utilize its global reach as the top media-buying agency to perform a meta-analysis of individual brand tests. The data will be anonymized and aggregated to facilitate learning and ultimately produce a meta-study.
Additionally, GroupM’s ad-tech partners’ solutions will be tested on the market first for participating advertisers. In a post-cookie world, the program is supposed to educate clients on targeting, optimization, and measurement of digital investments in display and video. Participating brands may share their thoughts on Privacy Sandbox features and utilize their current media plans and budgets without having to make any additional financial commitments.
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Characteristics of the program
Unified Guidelines: GroupM is developing a unified testing framework based on the post-cookie testing guidelines provided by the UK’s Competition and Markets Authority (CMA). GroupM will collaborate with ad tech partners and advertisers to comprehend their plans for integrating privacy technologies. These will include Privacy Sandbox APIs and will overlay pertinent tests when feasible.
Anonymous Data: In addition to the brand’s own Privacy Sandbox program, GroupM will perform an anonymized meta-analysis across individual brand tests in order to maximize the learning potential for each participating advertiser. As part of group learning and ultimately a meta-study, this data will be aggregated and anonymized.
Enhanced Learning: With global ad tech partners, participating advertisers will have direct access to testing across GroupM alpha and beta. Participating clients will gain access to GroupM’s collective knowledge. Additionally, they will learn at the forefront of this industry-altering change as first-to-market testers.
What’s in it for advertisers?
This program offers advertisers the chance to prepare for the eventual deprecation of third-party cookies. It paves the way for brands to target, optimize, and measure without them. One of the many ways GroupM will assist clients in modifying their marketing strategies to stay relevant and successful in a post-cookie world is through this program.
Read More: Google Release Updated Ad Review Centre for its Ad Platforms
Google’s third-party cookies phaseout
Subject to resolving any competition concerns with the CMA, Google confirmed its plans to start deprecating third-party cookies in Chrome in H2 2024. It is doing so in an effort to better protect people’s online privacy. With GroupM and Google launching a post-cookie readiness program, it appears that the era of long-standing tracking and targeting technology is drawing to an end.
GroupM – Google Chrome partnership
GroupM will be in a better position to assist its clients in developing digital strategies that make use of Privacy Sandbox technologies. This is thanks to its partnership with Google Chrome. Learnings will be made available to GroupM. Moreover, participating clients prior to the scheduled deprecation date of third-party cookies in Chrome. Along with important ad tech partners, they can also offer input on Privacy Sandbox features. They can further assist in defining new internet privacy regulations that allow online content creators and publishers to maintain free content. Through the use of current media plans and budgets, the Privacy Sandbox program optimizes current campaigns. It does so in a way that is both future-proof and privacy-centric without requiring additional funding.
Here’s what they said
Christian Juhl, GroupM’s Global CEO said
We strongly believe advertising can and should respect people’s privacy while continuing to deliver exceptional value for consumers and advertisers. Since Google publicly declared their intention to deprecate third-party cookies, we’ve been collaborating closely with the Chrome team, our clients, and other partners to ensure our clients won’t miss a beat when the transition happens. The program we’re announcing today is an exciting step forward in that collaboration that will allow our clients to test existing preparations and enable us to develop new approaches where necessary.
Anthony Chavez, Vice President, Privacy Sandbox, Google added,
This program is a key step in our ongoing efforts to ready the industry for the transition to the post-cookie era. GroupM is well equipped to help advertisers with their third-party cookie deprecation preparation efforts. Along with their ad tech providers, this initiative will help GroupM’s clients as they work to integrate the capabilities that the Privacy Sandbox provides. Through this readiness program, GroupM and its clients will play an important role in helping to create a more private internet for everyone.
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GroupM and Amazon Ads Partner for Creator-Led Shoppable Format
GroupM, the media investment division of WPP launched a global partnership with Amazon Ads. As a result of the collaboration, Amazon’s clientele will have access to novel ad formats created for creator-led shoppable content. The partnership enables GroupM clients to use customized formats to promote creative content within the Amazon DSP and in Amazon-sponsored brand placements. The Goat Agency, the influencer marketing specialist that WPP obtained earlier in 2023 designed the initiative.
Bespoke Features of the creator-led shoppable content
Only GroupM clients can access the solution through Goat. With audiences on Amazon.com, the relationship enables advertisers to better generate commercial outcomes. Important characteristics of these unique bespoke formats include:
DSP Amplification Off-site
The Goat Agency’s exclusive creator ad format will be available throughout the Amazon DSP both onsite and offsite, linking content and advertising possibilities in retail media. It has been improved by Amazon’s extensive analytics.
Sponsored Brands Integration
Exclusive to GroupM and Goat customers, Sponsored Brands, an above-the-fold Amazon.com Ad placement, will now incorporate creator-led shoppable content created by The Goat Agency. The ad experience extends the path onsite with the same influencer-led content driving greater engagement and revenue for brands, complementing Amazon DSP off-site amplification.
Enhanced Programmatic Creative Optimization
The Goat Agency’s unique creative will be cyclically informed by insights from campaigns used with Amazon Ads to improve audience targeting. Clients will benefit from enhanced commercial results by matching creator content with the audiences most inclined to make purchases by genre of content across both display and video media. This is thanks to Goat’s experience and Amazon Ads Audience Targeting.
Inspiration for Brand Pages
By uploading creator material to Product Pages and Brand Stores, Amazon could potentially increase conversion rates and transform Brand Pages into destinations for consumer inspiration.
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Here’s what they said
Samantha Bukowski, Global Head of Commerce, GroupM Nexus said,
The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities. We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.
Amy Armstrong, Director of Global Customer Development Amazon Ads added,
We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers. GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.
Dafydd Woodward, Global Chief Operating Officer, The Goat Agency stated,
Beyond our proprietary style of content, one of Goat’s most significant points of differentiation is the ability to deliver high-rigor performance and guaranteed outcomes to clients through creator marketing. Our collaboration with Amazon Ads is a natural fit that is already delivering performance improvements on client campaigns across multiple markets.
Nilam Atodaria, Global Product Director at The Goat Agency commented,
Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator-led campaigns in a performance-centric way. This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes. This unique combination brings an alternative version of Social Commerce, one which puts consumers and their shopping habits at the heart of product development.
About The Goat Agency
The Goat Agency (Goat), a global award-winning agency has been a part of GroupM Nexus since 2023. It delivers specialist content to niche audiences at scale. The business collaborates with top companies to use influencers as a performance media channel to promote digital transformation and competitive advantage. Goat has worked with, kept, and scaled some of the most interesting companies in the world since 2015, delivering social media and influencer campaigns in over 70 countries and 28 languages. Presently, Goat employs more than 350 people who operate in 35 different local markets, disseminating influencer content through all media platforms, executing industry-leading awareness and consideration campaigns, and generating sales for customers.
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