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Publicis Groupe upscales APAC trading desk

Audience on Demand (AOD), Publicis Groupe’s trading desk is making big strides in Asia, moving global co-founder Grace Liau (pictured) to lead it out of Singapore.

While VivaKi already had its trading desk operations in Southeast Asia previously, it is now expanding this to the Asia Pacific region to include the markets of China, Australia and New Zealand, a spokesperson told Marketing.

The technology delivers data-driven display, video, social and mobile advertising buys for Publicis Groupe agencies including Starcom MediaVest Group, ZenithOptimedia, Razorfish and DigitasLBi.

Previously, operations in Southeast Asia were under beta testing as well, and this is the “official launch of AOD in Southeast Asia,” said a press statement.

This is aimed at scaling the Groupe’s digital media practice in the region.

Originally from Singapore, Liau was part of the original VivaKi team that launched AOD in 2008. She will report to Kurt Unkel, president, products & solutions VivaKi starting in October this year.

Most recently at VivaKi, Liau led the platforms partnership team and the Ad Operations Center of Excellence (Ad Ops COE), an internal consultancy focused on establishing a community of world-class digital advertising professionals across VivaKi.

Also joining the Activation Center team in Singapore is Stephen Tompkins as AOD Director. Tompkins transferred to his new role in August and will be tasked with driving growth of AOD across the APAC network. Tompkins joined VivaKi in 2011 as a platform expert and has been an instrumental part of the team. Most recently he was based in Beijing where he was responsible for driving adoption of AOD across the region.

VivaKi recently also launched an Activation Center in Amsterdam to scale AOD across Europe. A third regional activation center is currently being planned in China.

According to VivaKi, globally, AOD has served more than 280 billion impressions across more than 110,000 campaigns for 2,283 advertisers in 23 countries.

Jeffrey Seah, VivaKi country chair in Southeast Asia said: “Just like programmatic trading in the financial stockbroking houses, AOD will bring an industrial-level of efficiency over “retail” media buying and will provide our agencies with the competitive advantage needed in our technology-infused industry.”

Frank Voris, chief executive officer for VivaKi said: “Establishing an activation center in Singapore, and installing a respected, experienced AOD expert at the helm, allows us to scale AOD in a vital region while ensuring the unique value proposition of the offering.”

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