Under the arrangement, Microsoft will back a production pipeline from the Publicis-owned PBJS studio -- with the holding company's clients having the first opportunity to attach advertising to the content. (Publicis' VivaKi Nerve Center will also be involved in production strategy.)
Microsoft has reaffirmed its commitment to join with Hulu and others as leading participants in the Publicis-led initiative known as "The Pool." The project, spearheaded by Starcom MediaVest, is aimed at developing more effective ad formats and models for online video.
Also included in the deal, Microsoft will create a customized ad exchange that VivaKi can use for purchasing TV spots. The system will be driven by the Admira technology created by Microsoft unit Navic.
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Publicis said the system will enable more "audience-specific" buying for its agencies. The automated platform matches inventory with audience targets -- "continuously optimiz(ing) ad placements" as it responds to "near real-time" reporting of viewing trends. It could allow Publicis agencies to make swift changes to media plans.
Publicis units Starcom MediaVest, Zenith Optimedia and Digitas will be among the first entities on the agency side to use Admira when it launches later this year. Almost a year ago, Interpublic's Mediabrands group said it had a deal with Microsoft that involved use of Admira.
NBC Universal said last week it would sell some of its inventory on the Admira platform. too.