GroupM, WPP’s media investment group, today announced an industry-first collaboration with Google to integrate behavioral data into the Choreograph insights platform via Google’s Audience Insights API.
Choreograph, the data and technology organization that powers media activation across GroupM, is one of the first partners to gain access to the API, which aggregates billions of anonymous signals from the web, search and YouTube to deliver improved marketing insights insight into browsing and shopping behaviors. Piloted by Wavemaker and now available to GroupM clients globally via Choreograph’s Insights Platform, the collaboration will provide teams with access to instant and actionable insights to inform brand campaigns for media planning, content, and activation.
The Audience Insights API integration allows aggregated Google audience segments to be identified based on their interests and passions, search behavior, shopping choices, and engagement with YouTube content.
Designed to enhance the capabilities of strategy, planning, audience, and insight teams across GroupM and its agencies, the collaboration will enable the creation of unique new demographic profiles, audience strategies and activation against unique data signals for clients. Direct access to insights will mean planners can identify the best ways to connect and engage with audiences and apply this valuable input into media plans and campaigns.
Emily Reynolds, Google Global Agency YouTube Lead said, “Our collaboration with Choreograph to deliver the audiences API integration into the Choreograph platform has been an example of best-in-class partnership and product integration. With Choreograph team members focused on ensuring everything from strategic vision to product integration to training ultimately benefits clients as well as their planning and activation teams, each element of the activation was delivered efficiently and effectively.”
Stephan Bruneau, Product Leader for Insights and Planning at GroupM said, “We’re proud of the brilliant tool our team has delivered in partnership with Google and to be the very first agency group to unlock this opportunity for our clients. Better understanding the interests, habits, and needs of audiences is a constant request from clients and we now have industry leading tech to help them navigate this challenge.”
