Video ad-serving and tracking firm Vindico on Friday is expected to announce an expanded partnership with Publicis Groupe’s VivaKi.
VivaKi first teamed up with Vindico in 2010 to help
power The Pool -- the Publicis unit’s online advertising research initiative. Together, VivaKi and Vindico built what they call a “choice-based” online video ad model, dubbed ASq.
Since its creation three years ago, ASq has powered 220 campaigns for 43 clients, according to Matt Timothy, president of Vindico.
The overarching goal of the partnership, as Timothy explains it, has been “to help advertisers tell their best story to the right audience anywhere online.”
With the deal, the partnership has been expanded to include additional interactive units, targeting and verification. VivaKi agencies will also now have access to Vindico’s demo-verification partnerships with Nielsen and comScore.
According to Timothy, Vindico currently provides video ad management services to over 200 brands through partnerships with Publicis, as well as GroupM, Havas, IPG and Omnicom.
The deal also comes amid a major transition for VivaKi. Publicis recently announced that Jack Klues would step down as CEO of VivaKi at the end of the year.
Klues is expected to stay on with Publicis through the first half of 2013 so he can help reposition VivaKi, which has mostly serviced its founding Publicis agencies, including Digitas, Razorfish, Starcom MediaVest and Zenith Optimedia. Ultimately, Publicis expects VivaKi to be more accessible to other Publicis agencies, as well as the broader market.