• by Joe Mandese  @mp_joemandese, Today

CANNES, France -- During a live event here this morning, PMG unwrapped a new app store-like interface enabling brand marketers to search, review, download and install popular, new and emerging martech applications into their tech stacks.

The store, dubbed Alli Marketplace, is a new feature of PMG's home-built Alli operating system,

"It works just like a consumer app store - specifically designed this way so that the interface would be simple and intuitive to any iPhone/Android user who has ever downloaded an app from an app store before," explains PMG Head of Product Crissi Cupak, adding, "Like a consumer app store, some apps may be free -- some may come with a price."

At launch, the marketplace features 29 foundational partners across data, AI, and measurement, including ones offered by Amazon, Attain, Blis, Comscore, Disney, EDO, Experian, Freewheel, Google, iHeart Media, Innovid, LG Ads, LiftLab, LinkedIn, LiveRamp, Magnite, Mobian, NBCUniversal, Prisma, Reddit, Roku, Samsung Ads, Simulmedia, Snap, TikTok, Truthset, Vidmob, and Vistar Media.

All of the initial partners have been vetted and certified by PMG and are offered by default in the store's initial interface, but PMG plans to double that number over the next six months.

Importantly, PMG says the Alli toolset -- including the new marketplace -- are available to be licensed without being a full-service client of PMG, and the agency says it is conceivable that other ad agencies can license the platform as a standalone tool to service their own clients.