Publicis Groupe will make Adobe Marketing Cloud technology available to clients across its agency portfolio, the companies revealed Wednesday.
Under the deal, the Paris-based holding company's agencies will package Adobe MediaOptimizer and Adobe AudienceManager as part of a solution with the name Publicis Groupe Always-On Platform.
It’s not the first time the companies have worked together on a large technology integration. Publicis-owned Razorfish is one of Adobe's top two agency partners globally (the other is Sapient Nitro), and DigitasLBi also uses elements of its stack.
The latest agreement puts Adobe's digital marketing products in the hands of many others across the network, including Starcom MediaVest Group, VivaKi, ZenithOptimedia, BBH, Leo Burnett, Publicis Worldwide, Rosetta and Saatchi & Saatchi.
Brad Rencher, SVP and GM of Adobe’s Digital Marketing business unit, told AdExchanger that Wednesday's alliance is a broad strategic deal where Publicis will essentially create a common data layer across its agencies.
“There are multiple facets to this, but it is a stepping up and increased usage of Adobe Marketing Cloud,” Rencher said during a sitdown at DMEXCO. “They’ve licensed AudienceManager to be the DMP [data-management platform] across all of their agencies and can extend that to all of their customers.”