Publicis Groupe has acquired RUN, a real-time data management and multi-channel programmatic buying platform with mobile capabilities, enabling marketers to execute data-driven campaigns.
RUN’s mobile-focussed data management platform (DMP) organises and links diverse consumer data sets captured from multiple sources, including cellular carriers and Internet Service Providers (ISPs). It was built to leverage and maximise the value of information from mobile service carriers and connected devices including location, CRM activities and behavioral and demographic insights.
RUN will retain its name, management team and structure and operate as a standalone unit within Publicis Groupe. Headquartered in New York City, RUN currently operates and reaches 50 countries.
This acquisition is in line with Publicis Groupe’s 2018 strategic plan to earn 50 per cent of its revenue from digital, today representing 41.6 per cent. The Groupe is invested in technology, data, content, social and programmatic across all channels and devices. Publicis Groupe has anticipated the need for clients to embrace programmatic as an irreplaceable component of their digital marketing plans, and this acquisition marks the first of its kind for the Groupe. More recently, Publicis Groupe has sealed a number of important partnerships across programmatic, including with AOL and VivaKi’s leading programmatic solution, Audience on Demand (AOD).
The platform will be aligned with Starcom MediaVest Group (SMG) and will be available as a resource to all networks of the Groupe, including ZenithOptimedia, DigitasLBi and Razorfish. Specifically, VivaKi will leverage RUN’s DMP and DSP technology for Publicis Groupe-wide solutions that further enhance the leadership of Audience on Demand, the programmatic solution operated by Publicis Groupe. RUN delivers competitive advantage in unique user data to power addressability and analytics, as well as cross-platform capabilities in a single platform.
“This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space. The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies. RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond,” said Laura Desmond, Global CEO of Starcom MediaVest Group.
As time spent on mobile devices continues to grow, according to eMarketer, mobile ad spend is expected to increase from USD 8.5 billion in 2013 to USD 31 billion in 2017. RUN’s mobile focused technology platform is positioned to strengthen targeting methodologies that measure consumer behaviour, media usage and location based information.
To date, RUN has identified over 800MM unique consumer profiles globally. Company officials claim that RUN’s platform also provides transparent, immediate and actionable insights and analytics that enable both precision targeting and more effective ad spend. RUN’s omni-channel demand-side platform (DSP) powers data-driven media buying at scale; while its activation platform executes cross-device marketing campaigns across multiple formats including display and video.
“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 connected world. We’re truly thrilled to join VivaKi and SMG, and integrate our platform and full suite of products into their media operations around the world. Both organizations are taking yet another great leap forward on behalf of their clients by bringing data management solutions in house and innovating a new model focused on mobile,” added Seth Hittman, CEO of RUN.