In his comments about the merger of Publicis Groupe and Omnicom, Publicis CEO Maurice Levy explained advertising has reached a new era, where “Big Data” is driving how advertising is both created and delivered. Explaining how marketing and media is being transformed by technology, he is quoted in the Wall Street Journal as saying: “exponential development of new media giants, the explosion of Big Data…and profound changes in consumer behavior.”
Leading the”big data” effort at Publicis is the Chicago-based VivaKi agency and its Audience on Demand unit. Earlier this month in Chicago, we organized a leadership summit on programmatic video advertising. In this 14 minute excerpt, Audience on Demand General Manager Chris Paul explains the growth of programmatic, or automated advertising transactions and how his company is enabling this trend.
Interviewing Paul on stage is Ashley J. Swartz, a New York-based digital media consultant and CEO of Furious Minds. The event was hosted by VivaKi and sponsored by TubeMogul.
More on the role of adtech on this merger in this post by Forrester analyst David Cooperstein. And here’s the take on the impact of the merger on agency trading desks by David Kaplan at AdExchanger.
