AdExchanger offers an in-depth look at WPP's GroupM's Connect, a unit it introduced a year ago that organized real-time ad buying capabilities across programmatic, social, search and
mobile. Connect is positioned as WPP's response to the need for the programmatic decentralization of programmatic buying. That dynamic has been playing out in WPP's rivals Publicis and Omnicom often
with undesirable results. Instead of collapsing the programmatic buying unit as Publicis did with VivaKi, GroupM has positioned Connect as a complement to its sibling Xaxis. "Clients of GroupM's
“Big M” agencies (Maxus, Mindshare, MediaCom and MEC) will still use Xaxis – some of them, anyway. Connect is comprised of roughly 2,000 programmatic experts across the globe,
although relatively few of those are focused on programmatic buying,"
AdExchanger reports.
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