WHEN WPP bought 24/7 Real Media – as it was then called – in July 2007, the deal stood out from WPP’s other acquisitions in the digital arena for one simple reason. Not just another agency, 24/7 gave WPP the chance to own the technology used for buying and selling ads in an increasingly complex digital marketplace.

Dave Moore, CEO of the recently rechristened 24/7 Media recounts how he had first approached WPP CEO Martin Sorrell at the end of a conference late in 2005. “I said to him: I’ve got an idea that can create a competitive advantage for you in the digital advertising space.

Sir Martin asked, “What is the idea”? I said, “It’s the ability to own technology without the operational headaches of software development and operations.” Moore explains: “My view was that to compete in this digital arena, you needed to have parts of your technology that are proprietary to you, that allow you to protect data and use it in a way to target audiences as well – or better – than anybody else.”

Talks began and, after Google bought Double Click, WPP’s interest intensified. What Moore had originally envisaged as a joint venture turned into a full acquisition; the vision was to embed 24/7’s technology platform as widely as possible throughout the Group.

Click at right to read full article in WPP's The Wire Summer 2012 Edition