GroupM serves as a parent company to other WPP-owned media agencies Maxus, MEC, Mediacom and Mindshare, and its primary purpose is to “maximise the performance” of the media communications agencies in their work with advertisers.

Lyle Schwartz, managing partner and director of implementation research and marketplace analysis at GroupM, said: “Our clients need high quality measurement tools to guide their media buying strategies and help track the return on their investments.”