Starcom and Zenith to benefit from Publicis' first programmatic venture

Pippa Chambers
By Pippa Chambers | 29 October 2014

Publicis Groupe has announced today the acquisition of RUN, a real-time data management and multichannel programmatic buying platform, featuring mobile capabilities, enabling marketers to execute data-driven campaigns.

The platform will be aligned with Starcom MediaVest Group and will be available as a resource to all networks of the group, including ZenithOptimedia, DigitasLBi and Razorfish. Specifically, VivaKi will leverage RUN’s DMP and DSP technology for Publicis Groupe-wide solutions that further enhance Audience on Demand, the programmatic solution operated by Publicis Groupe.

Publicis says it has anticipated the need for clients to embrace programmatic as an “irreplaceable component of their digital marketing plans”, and this acquisition marks the first of its kind for the company.

Global CEO of Starcom MediaVest Group, Laura Desmond, said: “This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space. The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies.

“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.”

This acquisition is in line with Publicis Groupe’s 2018 strategic plan to earn 50% of its revenue from digital - today representing 41.6%.

RUN’s mobile-focused data management platform (DMP) organises and links diverse consumer data sets captured from multiple sources, including cellular carriers and internet Service Providers (ISPs).

It was built to leverage and maximise the value of information from mobile service carriers and connected devices, including location, CRM activities, and behavioural and demographic insights.

RUN’s omnichannel demand-side platform (DSP) powers data-driven media
buying at scale; while its activation platform executes cross-device marketing campaigns across multiple formats including display and video.

RUN will retain its name, management team and structure and operate as a standalone unit within Publicis

CEO of RUN, Seth Hittman, said: “We’ve 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.
“We’re truly thrilled to join VivaKi and SMG, and integrate our platform and full suite of products into their media operations around the world.”

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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at pippachambers@yaffa.com.au

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