Starcom and ZenithOptimedia integrate programmatic trading desks

Two agencies say the decision to bring programmatic trading in-house is about providing greater transparency to clients

Programmatic trading capabilities at Starcom MediaVest Group (SMG) and ZenithOptimedia have integrated and moved in-house in what the companies claim is a bid to provider greater transparency to clients.

Under the arrangement, each media buying agency will be able to negotiate commercial terms with clients that reflect their individual requirements, the companies said in a statement.

Programmatic services will also move upstream into the agencies, becoming closer to strategic planning processes as well as closer to client.

“We have always believed in delivering client relevant solutions that are in their best interests, and by bringing programmatic in-house, we can ensure we deliver on this,” said ZenithOptimedia CEO, Ian Perrin, in a statement.

“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.”

Vivaki’s Audience on Demand suite will continue to provide technology, product development and data and analytics capabilities on behalf of both of the two companies.

“We believe that providing our clients with a more integrated and bespoke solution is pivotal in how we deliver experiences,” SMG Australia 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.”

Last October, the two agencies' parent company, Publicis Groupe, acquired RUN, a real-time data management and multi-channel programmatic buying platform. At the time, the company stated the platform will be aligned with SMG and will be available as a resource to all networks of the Groupe, including ZenithOptimedia, DigitasLBi and Razorfish.

Specifically, it said VivaKi will leverage RUN's DMP and DSP technology for Publicis Groupe-wide solutions that further enhance the leadership of the Audience on Demand solution.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in