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{"id":73974,"date":"2021-05-26T08:15:45","date_gmt":"2021-05-26T12:15:45","guid":{"rendered":"https:\/\/www.beet.tv\/?p=73974"},"modified":"2021-05-26T08:42:08","modified_gmt":"2021-05-26T12:42:08","slug":"wpps-choreograph-leads-the-dance-to-first-party-ceo-mcdonald","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/05\/wpps-choreograph-leads-the-dance-to-first-party-ceo-mcdonald.html","title":{"rendered":"WPP’s Choreograph Leads The Dance To First-Party: CEO McDonald"},"content":{"rendered":"It may already have one of the largest list of divisions in the industry, but ad agency holding group WPP has just launched another new agency.<\/p>\n
But Choreograph<\/a> is a little different. Launched at a time when brands around the world are trying to activate their own first-party data as a response to challenges facing digital ad identifiers, the new unit will focus on this new and emerging need.<\/p>\nIn this video interview with Beet.TV, Kirk McDonald, North America CEO of GroupM, which will house Choreograph<\/a>, explains the rationale.<\/p>\nDancing with three legs<\/h2>\n
McDonald says Choreograph has “three legs”:<\/p>\n
\n- “We help our clients earn and manage the data that they have, and the access to that. We then help them turn that into ID, into a clear resolved identity.”<\/li>\n
- “We enrich it and expand it for them. Layers of intelligence and insights are included in that.”<\/li>\n
- “We actually help them activate that, where they want to activate it against media, through our operating systems and platforms.”<\/li>\n<\/ol>\n
The company has more than 700 staff available to it, including data scientists, technologists, product developers and customer success representatives.<\/p>\n