ADOTAS – The Publicis Groupe has announced the creation of an open source advertising network powerhouse built on the “big four” of the ad serving systems. The platform is part of its newly launched VivaKi Nerve Center and it will deliver the biggest Audience on Demand Network in the interactive advertising industry, the company said.
Microsoft, Google’s DoubleClick, Yahoo and AOL’s Platform-A will provide the tools to enable clients to connect with their audience of choice – from moms to dog owners – in one campaign buy across multiple networks, unifying the wildly fragmented environment of ad networks, exchanges and direct publisher relationships.
The network will work out of the VivaKi Nerve Center, which uses services from Publicis’ Digitas, Starcom MediaVest, Denuo and ZenithOptimedia.
Publicis has been reshuffling its execs for the past few months and the VivaKi announcement seals several deals. Jack Klues and David Kenny, currently members of Publicis’ management board, will lead VivaKi. Starcom’s chief digital officer Curt Hecht will be president.
Kenny, previously the CEO of Digitas, will be officially replaced by Laura Lang. Renetta McCann, the erstwhile CEO of Starcom will spearhead VivaKi’s talent-development platform. Laura Desmond, Steve King and Rishad Tobaccowala will continue to lead Starcom, Zenith and Denuo. They all report to Publicis CEO Klues.
The changes highlight Publicis’ commitment to digital advertising — initiated in 2006 with the $1.3 billion buy of Digitas.