Real-time reporting is the main advantage cited by WPP out-of-home media buyer Kinetic as it begins serving ads to digital, place-based media outlets through an exchange developed by Spafax Networks, also a WPP unit. "For the first time, we can see how a campaign is pacing in real-time -- hourly, daily, weekly -- and can make the necessary changes to ensure that our clients' campaign requirements are achieved," said Kinetic's U.S. president, David Krupp.

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