GroupM announced the launch of the Demand Side Platform advertising solution for mobile media. The tool enables 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. Rather than work via click-throughs, DSP utilizes downstream consumer
activity on mobile applications and across branded mobile sites. It also allows GroupM, parent company to WPP media agencies Maxus, MEC, MediaCom, and Mindshare, to manage its mobile buys more
directly. GroupM's mobile unit, Joule, will lead the initiative, which will be integrated with GroupM's new B3 Mobile solution developed by WPP's Media Innovation Group.