Publicis Groupe has acquired ‘Run’, a data management and programmatic buying programme, to widen its data-driven campaign capabilities.
The acquisition, which went through for an unspecified sum, will aid Publicis in its goals to earn half of its revenue on the digital platform by 2018, a figure which currently sits at 41.6 per cent.
The Run platform will be aligned with SMG and will be made available to ZenithOptimedia, DigitasLBI and Razorfish among others agencies. It will provide meaningful cross-platform data, capturing consumer behaviour, media usage and location data.
Seth Hittman, chief executive of Run, said: We’ve seen dramatic changes in the ways agencies are operating, relying more and more on data management and technology platforms to thrive in a connect world.
“We’re truly thrilled to join VivaKi and SMG, and integrate our platforms and full suite of products into their media operations around the world.”
Laura Desmond, global chief executive of SMG, added: “This acquisiotion will accelerate Publicis Groupe’s digital capabilities in the mobile space. The role of the agency has changed.
“We’re negotiating on data and technologies and Run provides the opportunity to break down walled gardens of data across all screens and devices to become a real meaningful differentiator in how wee service current clients and beyond.”
Last month, Publicis expanded its six-year global advertising partnership with AOL, which now includes programmatic video and linear TV projects.