Wanck acknowledged these drawbacks, but said the benefits outweigh the costs and that DSPs are making strides in opening up their data to avoid some of those pitfalls. He compared having a single view across multiple exchanges to simultaneously accessing iPhone and Android app stores.
And if a single DSP has certain advantages over others, he added, The Exchange Lab’s technology will be able to expand that benefit across GroupM’s entire buying network.
While GroupM has history buying traditional media for its clients, Wanck said, “we’re keen to develop ourselves in real-time investment management as more buying moves in that direction.”
To this end, GroupM recently purchased Essence, a digital agency known for programmatic, and elevated former Xaxis CEO Brian Lesser to GroupM’s North America CEO.