The IPA Media Futures Group has backed the new Publisher Advertising Transaction System which will bring greater efficiencies to agencies and publishers by making it easier to transact across publisher print and digital audiences, Newsworks said yesterday (Wednesday).
Having already been part of the initial steering committee, GroupM (GM and Op Co’s) continue to collaborate with PATS as development progresses. Publicis (VivaKi, Zenith and Starcom) and Omnicom (PHD and OMD) will also be consulted at key points in the development and will validate the integration of PATS into agency buying platforms.
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