Digital agencies Quasar and GroupM have joined forces to build what they're calling "India’s largest Integrated Digital Media Agency Network." An agency network? With this change, Quasar BMS and Blazar (which buy advertising on publications for clients), will report to GroupM Interactions Head Tushar Vyas, even though they'll operate independently, and there is no change in leadership. The agency network will include both of these businesses, as well as agencies like Mindshare, Motivator, Maxus, MEC, Quasar BMS and Blazar. A few days ago, Quasar announced that its Quasar TWS (Technology and Web Solutions) unit will be integrated with Possible Worldwide. What Does This Mean For Publishers & Advertisers? Speaking with MediaNama, Quasar founder Manish Vij said that the partnership will afford Quasar common leverages and common media buying capabilities as the largest digital media shareholder; the announcement note states, in no uncertain terms, that the combination will "form a formidable force controlling a major share of India’s digital marketing spends". Vij said that "if you're buying more, you have more leverage on rates. GroupM has leverage in some cases, and Quasar also has competing buying rates. Now that we have more considerable buying scenario, the efficiencies for clients will increase." He said it's not possible to objectively define the cost of inventory for clients. Vij, understandably, downplayed the impact on buying efficiencies, saying that the bigger impact is in terms of clients getting better platforms to work on, much more of a cross platform leverage, shared learning, and better search and creative…
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