AT SEA OFF THE COAST OF FRANCE — GroupM has put its money where its mouth was by creating a unit dedicated to using new-wave technologies to target TV ads, says the man put in charge of the group.

“Being able to utilize the technology that’s been installed in set-top boxes to identify households and zip codes and ad zones based on various segmentations, sending commercials just to these homes and reducing the waste – that’s ones of our core products,” says Mike Bologna, president of Modi Media, the unit created in January.

“We were doing a lot of talking about how to fuse data and technology – but not a lot was actually happening – there was a lot of diff technologies, it got very complicated. Creating a unit where we have 25 people doing nothing but this was a big step in the right did for us.”

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