"The reporting and analytics capabilities of an advertising platform is crucial as client companies are looking to ensure their advertising efforts are effective and are reaping the benefits of their investment. Beyond the basic measures such as click-through-rate and open rates, I believe it is important that an advertising platform can integrate a variety of data. This data includes things such as geographic and demographic data for different advertising channels and data from different devices. This data allows companies to understand the customer journey better. Based on my research, all of these capabilities are offered with GroupM's advertising platform and much more including the ability to evaluate advertising channels clients may not be currently advertising with."