The Publicis Groupe announced yesterday the acquisition of the real-time data-driven digital ad firm RUN, an acquisition very much in line with the group's plan to earn 50% of its revenue from digital by 2018 (at the time of writing, the figure stands at 41.6%). A first of its kind acquisition for the group, it underlines its heavy investment in technology, data, content, social and programmatic, with the group anticipating the need for clients “To embrace programmatic as an irreplaceable component of their digital marketing plans.” This is the latest in a spate of recent moves in the programmatic realm by Publicis, with the group having secured a number of high profile partnerships, including with AOL and VivaKi's leading programmatic solution, Audience on Demand (AOD).
A first of its kind acquisition for the group, it underlines the Publicis Groupe's heavy investment in technology, data, content, social and programmatic
The RUN platform will be aligned with the Starcom MediaVest Group, and will be available to all of the group's networks, including ZenithOptimedia, DigitasLBi and Razorfish. VivaKi will also be using the platform's DMP (data management platform) and DSP (demand-side platform) technology to enhance AOD. Laura Desmond global CEO of Starcom, believes the acquisition will serve to “Accelerate Publicis Groupe's digital capabilities in the mobile space.” She feels that “The role of the agency has changed,” in so much as they are “No longer negotiating on traditional currencies,” but on “Data and technologies.” She believes that “RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond.”
The platform is unique amongst programmatic buying platforms, with unique mobile-focused capabilities
The platform is unique amongst programmatic buying platforms, with unique mobile-focused capabilities, organising and linking diverse consumer data sets captured from multiple sources, including mobile phone carriers (in fact, RUN recently entered into a direct relationship with Verizon) and internet service providers. RUN's platform also provides transparent, immediate and actionable insights and analytics that enable both precision targeting and more effective ad spend. RUN's mobile focus could be a real boon to Publicis, as mobile ad spend is expected to increase from $8.5 billion in 2013 to $31 billion in 2017. Kim Glaser, RUN's director said “A lot of people out there talk about how they can't measure mobile, and that's holding back a lot of spend and investment, even though we know that consumption on mobile is only increasing.”
The RUN platform will be aligned with the Starcom MediaVest Group, and will be available to all of the group's networks, including ZenithOptimedia, DigitasLBi and Razorfish
RUN, which is headquartered in New York and currently operates and reaches 50 countries, will keep its name, team and structure, operating as a standalone unit within Starcom. Seth Hittman, the company's CEO, said they have seen “Dramatic changes in the ways agencies are operating, relying more and more on data management and technology platforms to thrive in a connected world.” He said RUN is “Truly thrilled to join VivaKi and SMG,” and integrate their unique platform and suite of products into their worldwide media operations. He feels that “Both organisations are taking yet another great leap forward on behalf of their clients by bringing data management solutions in house and innovating a new model focused on mobile.”
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK.
