DigitasLBi Provides SocialFlow Ad Tech To Enhance Paid, Owned, Earned Media

Social relationship platform SocialFlow just scored a partnership with DigitasLBi. Per the pact, DigitasLBi has agreed to offer SocialFlow’s algorithm-based technology to clients.

“SocialFlow’s technology offers [DigitasLBi’s] clients the ability to break down the silos that exist between the groups that manage owned and paid media,” Jim Anderson, CEO of SocialFlow, explained on Wednesday. “Those historically separate functions must work well together for a marketer to be successful in social.”

Tony Weisman, CEO of DigitasLBi North America, has recently made it a priority to push the boundaries of paid, owned, and earned media.

“Clients are increasingly demanding an innovative, digitally native approach to all media,” he said earlier this year.

Earlier this month, the agency brought BuzzFeed in-house in what Weisman then called “a skill-swap alliance.” Along with developing brand strategies, the BuzzFeed team is apparently assisting in real-time content creation for clients.

At this year’s NewFronts, Google said DigitasLBi would be the first agency partner to purchase ads via Google Preferred, which allows brands to advertise alongside top-tier YouTube videos. Billed as a “pre-NewFront” deal back in October, DigitasLBi and Razorfish committed $100 million to buying up ad inventory across Google platforms, including YouTube.

Founded in 2009, SocialFlow clients include The New York Times, the Associated Press, BBC, Stuart Weitzman, Pepsi, Burberry, Forbes and Walmart.

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