Home Ad Exchange News Quote: On Publicis ‘Commerce Agency’ Ambitions

Quote: On Publicis ‘Commerce Agency’ Ambitions

SHARE:

“While small caps like MDC Partners and Sapient have been touting their commerce work for some time and larger agencies have been increasing focus in this area, too, this is the first formal commerce initiative announced by one of the large holding companies.

It reminds us of the Vivaki announcement in 2007, when Publicis kick-started the then-emerging conversations around programmatic ad buying at the HoldCos. We’d argue that the market opportunity for commerce services is larger than $600 million, but the odds that PUB captures half is low; rather, we’d expect other holding companies to pursue it, as well as numerous business services providers of different stripes. While the distinction between services provider and technology platform is important, other companies focused on the convergence of digital commerce and marketing services include Alliance Data Systems, eBay’s GSI Commerce, and MasterCard, among many others.”

-BMO Analyst Dan Salmon, in a research note on Publicis’s push into commerce via a partnership with IBM’s Smarter Commerce Initiative.

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.