Home Agencies VivaKi AOD Ends Reliance On Google’s Ad Stack

VivaKi AOD Ends Reliance On Google’s Ad Stack

SHARE:

chris-paul-vivakiWhen Publicis Groupe launched it five years ago, VivaKi Audience On Demand was among the first holding company trading desks. And Google was its key partner, supporting a great majority of AOD’s ad serving and auction-based display media buying. But those days are over.

As of Q1, Google’s DoubleClick Bid Manager (formerly Invite Media) is no longer AOD’s top source of digital ad inventory. That distinction belongs to Turn, in a striking turn of events that owes much to the rapid rise of the Facebook Exchange.

AOD’s General Manager Chris Paul took the reins last fall, by which time it was already apparent that the trading desk’s reliance on Google had become an Achilles’ heel. Paul took steps to add other trading platforms to the mix, including Turn and MediaMath for display, Adelphic for mobile, Videology and Adap.tv for video and Voxsup and GraphEffect for social.

“The partnership with Invite [is] still important,” Paul said. “But there’s differentiation among buying technologies out there. The launch of Facebook’s Exchange was a big moment where Turn and MediaMath created [a value proposition].”

Launched in 2008, AOD was arguably the first holding company trading desk and is one of the genre’s acknowledged heavy hitters. Its global headcount of 220 (150 in the US) puts it in a league with WPP’s Xaxis, and at any given time AOD says it manages campaigns for up to 400 brands. The number of campaigns can be much higher, especially on the social side, where a single advertiser may run up to a dozen regional or product specific campaigns.

Early on, AOD worked almost exclusively with Invite Media. The consolidation of spend with a single buying platform was controversial, and AOD has stood accused over the years of receiving special treatment from Google. A 2010 TechCrunch story cited sources alleging that AOD had received “kickbacks” from Google. Despite the grumblings from rival DSPs and client procurement agents, the one-DSP strategy never looked seriously unwise – that is, until last June, when Facebook ramped up its ad exchange and denied access to Google and, by extension, to AOD.

Since then, FBX has ballooned into a programmatic behemoth with upwards of 7 billion daily impressions exposed to RTB demand. And other “native” ad platforms are waiting in the programmatic wings. Twitter is doing due diligence on its own exchange, according to sources at several DSPs who suggested plans may still be nascent. (Read Ad Age’s report on the Twitter exchange idea.) Several other social and mobile titans (Tumblr, Apple) are viewed as likely to open the door to retargeting dollars.

With this state of affairs, Google has been forced to cede ground to vendors such as Turn, MediaMath, Dataxu and X+1. So it’s no wonder AOD’s eggs-in-one-basket strategy is a thing of the past.

Paul stresses that the Google relationship remains strong. And Google, for its part, says AOD has been an instrumental partner in evaluating and rolling out an integrated DoubleClick buy-side ad stack. That will continue. For instance, AOD is now busy migrating clients from Invite to DBM.

“We don’t want to devalue the relationship,” Paul said. But he says all trading platforms are not created equally, especially as consumer usage shifts to mobile and social. Adding partners has surfaced new inventory and “opened up new opportunities for the agencies that have their preferences.”

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.