Yesterday, Yahoo!’s Right Media announced a new partnership with mega-agency and holding company, WPP Group, that will bring the Right Media Exchange to many of WPP’s top clients. Whether the clients end up using the exchange will be another question.
In the NY Times article about the partnership, WPP Group sees a main benefit of being on the exchange as the data that can be collected about users on behalf of its clients.
Rob Norman, the chief executive of WPP Group’s GroupM Interaction, said:
“Basically, the network gets smarter and smarter the more data points it gets added to it. We believe we’ll be able to do greater customization of campaigns.”