VivaKi Bringing 'Native' To AOD Trading Desk

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."

2 comments about "VivaKi Bringing 'Native' To AOD Trading Desk".
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  1. Anni Paul from BoscoSystems, March 30, 2014 at 12:23 a.m.

    That's pretty sweet. The fusion of native and programmatic was thought of as something that couldn't be done a while back, but VivaKi - like Twitter, Airpush, and other innovators in mobile advertising - are kicking ass and taking names by going places with native ads where they couldn't before. This is exciting stuff!

  2. Patrick "Cob" Burton from Prosperio Systems, March 31, 2014 at 12:25 p.m.

    I really don't understand how you can automate a form of advertising that is so heavily related to context...especially if it is done on a "black box" form of exchange, i.e. little, if any, transparency.

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