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GroupM CEO Brian Lesser Brings Programmatic To Old-School Media Buying

  • Adweek, Wednesday, April 6, 2016 9:09 AM
Adweekinterviews Brian Lesser, fomer CEO at Xaxis, and now North American CEO at GroupM. Lesser says over time, "all media will be digital, all digital will be addressable, and all addressable media will be bought and sold programmatically." And in his new role, his goal is to push GroupM forward on technology innovation and technology that's  directed toward consumers to ensure messages are targeted appropriately.

By the way, Lesser says so-called "walled gardens" aren't going away: "Our clients are going to be faced with managing walled gardens, whether it's Facebook or Google or others. The job of our agency, our technology platform and our data platform are to help join up various versions of the truth. Facebook has their version of the truth, Google has their version of the truth—it's basically their definition of a consumer or an audience. But our clients also have a version of the truth, and they know their consumers very, very well." Well-put, Lesser.

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2 comments about "GroupM CEO Brian Lesser Brings Programmatic To Old-School Media Buying".
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  1. dorothy higgins from Mediabrands WW, April 6, 2016 at 10:31 a.m.

    Uniting the various truths requires we merge the planning/buying function and instill basic media principles of audiences and impressions across the board.  We media agencies have our own walled gardens to blow up. 

  2. Ed Papazian from Media Dynamics Inc, April 6, 2016 at 11:22 a.m.

    Aint it the truth, Dorothy. As for the total automation of the media function that is being forecast by Group M's prexy, I say----fat chance.

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