WPP partners with Environics on addressable data

GroupM agencies now have access to the firm's data products, including the cookie-free PRIZM segmentation tool.
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WPP’s GroupM has entered an enterprise partnership with Environics Analytics aimed at enhancing the group’s omnichannel addressability offering.

All GroupM agencies now have access to many of Environics’ data products, including its flagship geographical segmentation tool PRIZM, to plan, target and purchase audiences across multiple channels including TV, OOH, and digital. Agencies can also leverage Environics data within their own strategy and planning tools.

As the data, identity and privacy landscapes become more complex, GroupM and WPP are focused on trying to simplify the process by merging capabilities, identifying opportunities to strengthen the holistic toolkit and prepare for a cookie-less future. One such effort has been the launch of Choreograph, a holding company-wide data offering combining the capabilities of GroupM and creative network Wunderman Thompson. The Environics partnership positions GroupM to continue this effort by offering targeted data solutions without cookies.

“The utilization of EA’s data across the GroupM network aligns perfectly with the data philosophy of our Choreograph team in determining the best data available to help augment audience creation for our clients’ activity,” said Stuart Garvie, GroupM Canada’s CEO, in a statement. “The partnership also provides a baseline within the changing privacy environment to ensure our clients have data to utilize for audience creation and activation, which is privacy compliant.”