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

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in