In line with its recent acquisition spree, Publicis Groupe has now acquired Run, a real-time data management and multi-channel programmatic buying platform.
Run boasts a mobile-focused data management platform (DMP). According to a release by Publicis, the programme 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 maximize the value of information from mobile service carriers and connected devices, including location, CRM activities, behavioral and demographic insights. To date, RUN has identified over 800MM unique consumer profiles globally. RUN’s platform also provides transparent, immediate and actionable insights and analytics that enable both precision targeting and more effective ad spend. RUN’s omni-channel 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,” said the release.
The platform will be aligned with Starcom MediaVest Group (SMG) and will be available as a resource to all networks of the Groupe, including ZenithOptimedia, DigitasLBi and Razorfish. Specifically, VivaKi will use Run’s DMP and DSP technology for Publicis Groupe-wide solutions to boost its programmatic offering, Audience on Demand.
Laura Desmond, global CEO of Starcom MediaVest Group, (pictured) said: “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.”
The cost of the deal was not stated.
Since the Omnicom-Publicis deal fell apart, the latter has been in an acquisition spree globally, and more specifically in Asia as well. Recent acquisitions in Asia include online ad firm Criteo, digital agency INEO, and a minority stake in local creative shop Arcade.
The company has set out a “2018 strategic plan” to earn 50% of its revenue from digital, which today, stands at 41.6%, it said. More recently, Publicis Groupe has sealed a number of partnerships across programmatic, including with AOL and its Audience on Demand, under VivaKi.