GroupM tells marketers: Our AI will work or your money back, makes DOOH push
Ryan Menezes: Seismic change is about to hit digital marketing.
GroupM is backing its AI tech to deliver sharper results for marketers within 45 days – and will give marketers their money back if it does not. The firm has launched a four-pronged technology push to prepare for a post-cookie world, including a new digital out of home marketplace.
What you need to know:
- WPP investment arm GroupM is rolling out its Co-Pilot AI platform across all agencies and clients.
- It is so confident in the platform that it is offering clients a refund if the tech does not deliver results within seven weeks.
- The firm is also rolling out a first party data solution for brands via a partnership with analytics company Lifesight, plus a digital out-of-home marketplace and digital-first creative service.
GroupM has launched four digital products that it claims will help businesses navigate a post-cookie world while helping to properly harness brands' first party data.
The firm's faith in its new Xaxis-built AI optimisation engine, Co-Pilot, is such that it will refund the client's technology fee if they do not see sharper results within 45 days.
The company has also launched a digital out of home marketplace, dubbed Sightline; beefed up its digital first creative services and struck a first party data partnership with analytics firm Lifesight to help brands make better use of their own data.
“The digital ecosystem is presented with what is likely to be the largest change in its 20+ year history with the phase out of cookies – challenging advertisers and agencies alike to rethink the methods used to plan, buy, and measure digital marketing activity," said GroupM Chief Technology & Transformation Officer, Ryan Menezes.
