Publicis media agencies merge programmatic capabilities amid claims rivals aren’t transparent

May 1, 2015 1:21

Publicis-owned media agencies Starcom MediaVest and ZenithOptimedia are integrating their programmatic trading capabilities with Starcom’s CEO claiming it will provide more transparency to the process.

The move targets GroupM’s Xaxis and Mediabrands’ Cadreon platforms, and will see the Publicis agencies merge the Vivaki Audience on Demand suite across the two groups.

Starcom CEO Chris Nolan told Mumbrella: “By bringing this in-house it is not just about transparency. Clients will be able to see where their money is being spent, but primarily this is about programmatic strategy in the total media strategy.”

ZenithOptimedia CEO Ian Perrin also took aim his rivals saying: “In an environment where many questions are being raised about the non-transparency of trading desks, we believe we need to be unequivocal in our position.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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1 COMMENTS

HenryT 3 May 15

What bullsh*t

If Ian Perrin and co are not going to allow clients to see/audit the underlying cost of programattic inventory (like Mediabrands / GroupM) then they are just like the others.. no full transparency to clients.

What clients get is a damn good price, very very cheap in return for agreeing to no audit rights

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