VivaKi, the programmatic ad tech arm of the Publicis Groupe, announced recently that it will be retreating from proprietary ad trading, redistributing 120 US ad buyers to individual Publicis agencies such as Starcom MediaVest, Walker Media and ZenithOptimedia. The restructure is a bold move, but shouldn't come as much of a shock, given that it really began last summer when the programmatic team were reorganised into client-focused teams. Similar changes are expected to happen in the UK by the end of the year. A similar move has already been made by the network's major competitor WPP of course, which rolled its XFP digital ad platform into independent operator AppNexus last year. A spokesperson for Publicis said that no office closures will come from the move, and that both VivaKi and its Audience on Demand platform, will continue to exist.
VivaKi will retreat from proprietary ad trading, redistributing 120 US ad buyers to individual Publicis agencies
The goal for the remaining members of the depleted VivaKi force will supposedly be to “Move beyond the trading desk” approach and focus on developing platforms, trading and research. The team will deliver technology and central analytics for broad, vertical, cross-platform insights rather than at campaign level, and will serve as a hub to help share and activate solutions that are developed, either by VivaKi or any of the Publicis Groupe agencies. It will consist of product architects, engineers, strategists, and solution designers, delivering programmatic solutions and expanding what was started with its Adobe partnership, “Always On”.
VivaKi are “Taking programmatic planning and activation services closer to the media planning process, where programmatic expertise belongs”
Audience On Demand Explained
A spokeswoman for VivaKi said they are “Taking programmatic planning and activation services closer to the media planning process, where programmatic expertise belongs.” She added that their media agencies “Have more programmatic capacity than ever before (critical as 60 per cent of media goes programmatic), and will be equipped like never before to marry online/offline intelligence to optimise consumer engagement plans across all screens and touch points.” She also said that in total, around a third of VivaKi staff members will eventually be moving into Publicis media agencies globally, but declined to comment on an exact number.
“No-one can miss now how important programmatic trading is to the media plan.” Marco Bertozzi, the president of Audience on Demand, EMEA
Marco Bertozzi, the president of Audience on Demand, EMEA, said the restructure is a “Very sensible, strategic thing to do,” and adds that “No-one can miss now how important programmatic trading is to the media plan,” so they felt it important to push these skills upstream into the agencies.” Starcom MediaVest CEO Laura Desmond, who oversees VivaKi with ZenithOptimedia’s Steve King, agrees. She said: “If you’re a marketer, do you want your programmatic decisions siloed and balkanised from everything else that you’re doing? No. You want it integrated.” A fair statement maybe Laura, but the restructure marks a big shift for the agency, which will also no doubt mean a big PR job. It's certainly going to be a busy year for VivaKi!
Laura Desmond
