The decision to acquire the programmatic marketing solutions company supports the group’s objective to build on its existing client offerings
Global media investment management network, GroupM, has taken over The Exchange Lab, which is a programmatic marketing solutions company. The latter is responsible for the development of ‘Proteus’, a proprietary technology that enables a complete view of all programmatic channels and partners.
The integration of Proteus within Connect, GroupM’s worldwide consolidated agency services platform across biddable and real time media, will further aid the efficient and objective measurement and allocation of marketing budgets across any and all programmatic partners, including the firm’s own proprietary media properties.
Founded in 2007, The Exchange Lab employs around 130 people across its offices in London, New York, Chicago, Singapore, and Toronto, serving 700 clients this year. The group’s stable of accounts include Virgin Holidays, Volkswagen, A&W, Glasses Direct, and Vue Entertainment.
The brand’s revenues for the year ended 31 December 2014 were £21.4 million, with gross assets of £11.5 million as at the same date. Collectively, WPP’s media investment management businesses, which include GroupM, generate worldwide revenues over US$5 billion, including associates.