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WPP's GroupM has added The Exchange Lab, a marketing technology firm, to the fold in a move that boosts its programmatic capabilities.
The Exchange Lab is best known for its proprietary trading platform, Proteus, which unifies all demand side exchanges and platforms—such as AppNexus, MediaMath and The Trade Desk—into a single touch-point for greater insight and efficiency. By integrating Proteus into GroupM, the company believes it can improve the measurement and allocation of client budgets across all of its programmatic partners.
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