WPP’s GroupM, a global media investment group, announces the addition of The Exchange Lab and its proprietary programmatic marketing technology, Proteus, to its portfolio by acquisition of the company. The Exchange Lab will become a core component of Connect, part of GroupM, to expand its multi-platform (meta-DSP) approach.
The Exchange Lab is a programmatic marketing solutions company with a unique technology that enables a complete view of all programmatic channels and partners via Proteus. The integration of Proteus by GroupM will expand the efficient and objective measurement and allocation of marketing budgets across any and all programmatic partners, including GroupM’s own proprietary media properties. Co-founded in 2007 by James Aitken and Tim Webster, The Exchange Lab has approximately 130 employees working in offices in London, New York, Chicago, Singapore, and Toronto, serving 700 clients this year, including Virgin Holidays, Volkswagen, A&W, Glasses Direct and Vue Entertainment.
“We chose GroupM for the opportunity to join the world’s leading media investment group who is also the industry’s thought leader on digital advertising and the digitization of traditional media. This will propel The Exchange Lab to new heights, and GroupM’s culture will allow us to continue marketplace innovation driven by our entrepreneurial spirit. Together with Connect, we will continue to develop the absolute best real time media technology to reach and engage audiences for brands,” said Chris Dobson, CEO, The Exchange Lab (pictured top left).
The Exchange Lab will operate globally as an agnostic business layer within Connect, while also continuing to service clients independently. Connect is GroupM’s worldwide digital organization bringing together data, operations and technology across search, programmatic, social, mobile and all other real time and biddable media. With more than 2,000 experts working across more than 50 countries, Connect provides real time media investment management on an unprecedented scale.