Publicis Groupe is launching a new online media buying network in partnership with Microsoft, Google, Yahoo and AOL to create a open buying network that offers what it claims is the “largest audience on demand network” in the digital advertising industry.†
The Open Source Audience on Demand network has been launched as part of a wider announcement by Publicis about the launch of a digital marketing “nerve centre” called VivaKi. It will work with Yahoo!’s Right Media Exchange, AOL’s Platform-A, Microsoft’s DRIVEpm and DoubleClick’s adserving platform.†
“This is not short of a revolution,” says Maurice Levy, chief executive at Publicis. “The agreements with Platform A, Google, Yahoo and Microsoft have brought all these platforms together for one single tool. They aren’t always best friends, so it’s terrific, a game changing idea.”†
It is hoped that the network will make online media buying more simple and effective by offering users a single interface to use all of the different platforms.†
VivaKi and Yahoo! will also integrate Yahoo!’s Blueprint mobile developer platform language with Publicis-owned mobile ad agency, Phonevalley. Yahoo! will also leverage its Smart Ads technology for mobile in order to provide focused ads to mobiles with Publicis working along side the internet company to develop mobile mircosites where relevant.†
VivaKi will be headed by managing partners Jack Klues and David Kenny, both members of the Publicis board, and will work through Digitas, Starcom MediaVest, Denuo and ZenithOptimedia to develop new digital services, tools and partnerships.