GroupM Execs Start One2One, Addressable TV Company
- by Wayne Friedman , April 3, 2017
Two veteran GroupM media executives are starting their own addressable TV company, called one2one Media -- launched by advertising company Cross MediaWorks.
Michael Bologna will be president of one2one Media, and Jamie Power will be COO.
Bologna and Power launched advanced TV business Modi Media at GroupM in 2014. Bologna had been president of Modi; Power was managing partner.
The new company will provide a turnkey addressable video solution for brands and agencies, including addressable video planning, implementation and campaign measurement. It will also have the support of GroupM and Modi Media.
Launching by Cross MediaWorks, the deal will have the backing of private equity company Lee Equity Partners.
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Nick Troiano, CEO of Cross MediaWorks, stated: “The addition of one2one Media, led by Michael and Jamie, to the Cross MediaWorks family strengthens our company’s promise to advance the TV and video advertising marketplace.”
The new company says its addressable TV universe will extend across 70 million U.S. households with inventory from Altice, AT&T, Comcast, Cox, Dish Network and Spectrum Reach.
The company, one2one Media, will also offer a targeted data-driven approach to the over-the-top marketplace.
Terms of the deal were not disclosed.
Sounds sort of like an "unwired network" version of "addressable TV". I assume that Group M's "backing" involves some form of compensation---such as an equity stake? Or better pricing for its clients? Or, what? Just curious.