Publicis Groupe’s VivaKi on Friday announced it has added native advertising capabilities to its trading desk, Audience on Demand (AOD). The company has partnered with and integrated Nativo, SimpleReach and TripleLift technologies into its trading desk to create its own “native ad tech” stack.
VivaKi maintains that the integrations will allow agencies and advertisers to buy native ad space programmatically through AOD.
Nativo’s role in the partnership is to offer VivaKi clients access to its “wide range” of inventory sources, particularly within short- and long-form copy. TripleLift was tapped for advertisers looking to go an image-based route for their native campaigns, while SimpleReach acts as the data and analytics arm of the stack.
VivaKi claims advertisers will be able to use AOD to run native campaigns on multiple channels, including desktops, mobile phones and tablets.
However, the offering is not yet available to all Publicis Groupe clients. VivaKi is testing the new technology via an invite-only closed beta right now, but does anticipate an open launch "later this year."