Vivaki Overhauls Its Trading Desk
Publicis’ programmatic arm Vivaki no longer wants to buy ads.
The organization has completed a major reassignment of its ad traders, sending 120 employees out to individual Publicis agencies, and taking them off its own books. Vivaki CEO Stephan Beringer confirmed the moves.
“If you’re a marketer, do you want your programmatic decisions siloed and balkanized from everything else that you’re doing? No. You want it integrated,” said Laura Desmond CEO of Starcom MediaVest Group, which shares stewardship of Vivaki with ZenithOptimedia, all part of Publicis Groupe.