GroupM, WPP’s media investment group, is expanding its Premium Supply offering with video to the U.S.
SpotX has been tapped to supply technology and act as the preferred programmatic video exchange partner for GroupM Premium Supply (GPS) in the U.S.
Participating publishers use the fully auditable GPS supply marketplace to reserve premium inventory for media buyers’ clients, and commit to reduced fees and transparency about auction procedures and fees.
GPS “allows clients to leverage our scale in a biddable environment while at the same time ensuring they’re accessing only the best possible publisher inventory in each market,” GroupM Global Head of Investment Strategy Andrew Meaden said in the announcement.
SpotX was chosen because of its strong supply-side relationships, according to Esra Bacher, managing partner/programmatic investment lead at GroupM.
In addition to providing GroupM clients with direct access to premium video inventory to complement linear TV buys, SpotX will help develop programmatic solutions to help GroupM clients streamline the ad planning, buying, decisioning, and optimization processes.
Launched in 2017, GPS is already live in more than 10 global markets.
GroupM, the world’s largest media advertising company, noted that the agreement with SpotX is part of the supply-path optimization trend, in which media owners and buyers form fewer, deeper partnerships and limit intermediaries.