The Biggest Player in Programmatic Buying World? Just like other business, Programmatic buying also has it’s own big players. Some of them may not that namely commercial. However, when you see any digital advertising, one of The Big Players could be behind it.
After introducing and talking about the process of programmatic buying, in this blog I want you to also know who is the biggest in this field.
There are so many companies actually involved in programmatic buying business; even Google, Yahoo and AOL also can be counted. However, they are the search engines, where programmatic buying begins to take place. In this blog I want to tell you the biggest player in from the side of Advertising Agency Company.
Bought Essence Digital in the beginning of 2015, WPP is currently the biggest marketing services group. Have you even heard of this company? If not, you need to know (haha). WPP is the owner of GroupM (the biggest media investment in the world), Ogilvy (one of the biggest advertising agency), Xaxis (a global digital media platform that programmatically connects advertisers and publishers to audiences across all addressable channels). And like 300 others…
Talking about monopoly in business? Yes, that is probably the answer. Due the fact of WPP is currently the world leader in marketing communications services. They handle:
Advertising; Media Investment Management; Data Investment Management (formerly known as Consumer Insight); Public Relations & Public Affairs; Branding & Identity; Healthcare Communications; Direct, Digital, Promotion & Relationship Marketing; Specialist Communications.
Some fact about WPP:
Number of employees: over 190,000 (including associates)
Number of offices: 3,000
Number of countries: 112
Reported revenues: £11.5bn (as at December 2014)
Reported billings: £46.2bn (as at December 2014)
Market capitalisation: £20.5bn (as at April 2015)
So, what is WPP role in programmatic advertising? I will give you case example. L’Oreal decides that WPP will be the one that handle all it’s media marketing for the 2016 campaign. So, L’Oreal gives WPP the scheme of the Ad campaign, WPP divides the L’Oreal campaign task by companies. They have the ad inventory to put it digitally; they have Xaxis to connect programmatically with addressable channels. Long story short, pretty much everything right?
To know more about WPP and programmatic buying you can check some websites below: