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!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in