Publicis agencies Starcom MediaVest and Zenith Optimedia are bringing programmatic in-house, integrating their trading capabilities.
The group said today that its programmatic expertise will be moved upstream into agencies, with each agency able to negotiate commercial terms with their clients based on an individual basis.
It will still operate the Audience on Demand suite, a VivaKi product, but both Zenith and Starcom said by bringing it in-house it would be able to act quicker rather than the platform sitting externally.
Earlier this year VivaKi shook up the market by enbedding staff within agencies.
“We believe that providing our clients with a more integrated and bespoke solution is pivotal in how we deliver experiences,” SMG CEO Chris Nolan said.
“As programmatic continues to move into new channels, we believe this move allows us to be well placed to deliver personalisation across many more channels with speed.”
Both also said that by bringing capability in-house, it would increase transparency for clients.
“In an environment where many questions are being raised about the non-transparency of trading desks, we believe we need to be unequivocal in our position. This is a move clearly made to ensure we are focused on the requirements of our clients,” ZenithOptimedia Australia CEO Ian Perrin said.
More to come
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