Publicis, Yahoo Speed Mobile Ad Delivery
The complex relationship includes integrating a Publicis buying system with a Yahoo platform en route to easing how the mobile marketing is purchased.
While the arrangement has a focus on mobile advertising, it also encompasses some online placements.
In addition to easing logistics, the companies said the partnership will allow for segmented and "hyper-personalized" messages to be delivered to specific consumers. Yahoo's "Smart Ads" will facilitate the delivery of altered messages for the same brand to different consumers.
"We are focused on helping our clients reach their audiences where they are--and that is increasingly on mobile devices," said Alexandre Mars, head of a mobile unit within Publicis.
Yahoo has a similar partnership with a Havas unit involving online buying and selling.