BuzzFeed, the fast-growing media site, and GroupM, the world’s largest buyer of online advertising, announced a partnership Thursday that underscores the rising lure of digital publishing to leading brands.
BuzzFeed, with 200 million unique monthly visitors and 1.5 billion monthly video views, will boost its advertising revenue through GroupM’s extensive list of clients.
In return, GroupM -- the advertising buying unit of marketing giant WPP -- gets access to BuzzFeed’s proprietary analytics software, known as POUND. The software allows the website to see where and how its content spreads from one social media platform to another.
GroupM will also house a dedicated creative team at BuzzFeed Motion Pictures, the publisher’s Hollywood-based video arm.