Publicis Groupe decentralized VivaKi, its agency trading desk, earlier this year, and “it did so to capitalize on the increasing performance of programmatic,” AdExchanger writes, citing VivaKi CEO Stephan Beringer.
“Clients like having the programmatic folks as part of the same team,” agency CIO John Nitti told AdExchanger.
VivaKi’s 120 ad traders were dispersed across Publicis’ agencies, with 34 landing at ZenithOptimedia, per AdExchanger. Others landed at Starcom MediaVest, Razorfish, DigitasLBI, Walker Media and other Publicis agencies.
“VivaKi will continue processes that can’t be decentralized, Beringer said, such as billing, organizing the stack and aggregating and managing data,” the article explains. “VivaKi will continue to operate its media DSP, and will also continue to manage all cloud endeavors across Publicis’ agencies.”