That’s the theory. The reality is that connected TV (CTV) ad buying has far from overcome traditional TV ad buying yet.

In this video interview with Beet.TV, Jay Askinasi, Chief Growth Officer, Publicis Groupe United States, describes how CTV is settling down in ad agencies’ buying culture.

Market forecast

EMarketer estimates that US CTV ad spend will grow 48.6% year over year (YoY) to $13.41 billion. That is a small portion of the circa $70 million total US TV ad marketplace.

But the market is changing.

“The big (TV) negotiations … still happen in the traditional upfront time period of June through the summer … and get placed on that broadcast calendar of October through September,” Askinasi says.

“As the platforms and digital publishers become more relevant and more prominent in the long form premium content game, more of that inventory gets pushed into the upfront process.”

Proliferating platforms

Whilst those new entrants offer new advertising opportunities, however, they also usher in new complexity.

Buyers’ grumble goes on – buying ad campaigns across connected TV platforms is difficult due to lack of standardization across separate services.

“There’s been a real change in the quality of inventory that’s available through CTV channels, through new providers, through Amazon, through Roku, through traditional media companies that have started or bought streaming services,” Askinasi says.

“You have end points that are seemingly endless for the media companies to manage. It’s really hard to nail down how to plan and buy CTV.”

The tipping point

He observes two broad uses of CTV in the buyer mix today:

• Linear extension – “on the same age and gender as linear television extended into the same environments through a CTV channel”.
• Audience-based buying – “most of that today, I would say, is still not the linear dollars per se. I think you’ll see a shift in that this year, but it still hasn’t reached mass adoption.”

So, when is the change coming? Askinasi has a clear answer.

“That tipping point will start to happen as more traditional companies migrate their inventory from very legacy archaic systems into everything being DAI (dynamic ad insertion), the inventory avail systems coming together between digital and linear.”

You are watching “Optimizing a Rapidly Converging TV & Video Marketplace: What’s Next,” a Beet.TV leadership series presented by Amobee. For more videos, please visit this page.

But, for retailers that were facing challenges targeting customers, the crisis has been an opportunity to grow the data they hold on buyers.

In this video interview with Beet.TV, Amy Lanzi, EVP, Commerce Practice Lead, Publicis Groupe, explains how retailers are emerging from 2020 with richer data reserves and a better handle on targeting.

COVID-19 data boom

“COVID has given our retail partners much more power because they own the shopping ecosystem,” Lanzi says.

“So, throughout COVID, with the increase in e-commerce, they now have a much stronger handle on consumers. Therefore, they have a very strong handle on first-party data.”

Lanzi says such businesses had faced the same challenge as other advertisers – the deprecation of third-party tracking cookies and the diminution of mobile ad identifiers is pushing advertisers to invest in gathering their own “first-party data” – meaning, build and execute on profiles held against known individuals.

Toward ‘joint-party’ data

But Lanzi says it’s not enough for brands to swell their profiles pool in isolation; they need to take that data and combine it with other data sets, in order to build up refined and multi-layered audience sets for activation in ad buying.

These days, several software suites allow advertisers to splice data together in “clean rooms”, and Lanzi says such “privacy-safe commingling” is the way to go.

“We can start to look for joint-party data, joint-party segments, around how we’re both growing retailer X, as well as the manufacturer. When you start doing that, you’re able to understand how to target more effectively. You have a much better handle on the first-party data because it’s feeding from the retailer.”

Targeting shoppers

Lanzi says outfits like Roundel, the former Target Media Network, are benefitting from both having their own media for their on-site and curated partners for off-site.

That means ad buyers can, for example, find someone similar to a given person on Pinterest using data from Roundel.

“I can find you in a moment that you’re not necessarily in shopping mode and be able to send you a better message based on what you’re searching on Pinterest,” she says.

“We’re able to find that person based on what we know about them and what they’re more likely to buy from an intent perspective to deliver the right message to them, and then move them down the funnel faster.”

You are watching “First Party Data: Driving Media Investment and Accountability,” a Beet.TV leadership video series presented by Target’s Roundel  For more videos, please visit this page.  The views shared on this series do not necessarily reflect the opinion of Target and Roundel.

But one of the world’s largest ad agency groups is now the latest to say they don’t need to skirt news.

In this video interview with Beet.TV, Yale Cohen, EVP of digital investment and standards at Publicis Groupe’s PMX, the Publicis Media Exchange, says keyword lists are crude, news inventory is effective and new semantic analysis tools can make it even more so.

‘Don’t avoid news’

U.S. Ad Market Plummets 35% In April, Second Consecutive Month Of Faltering Demand: Ad demand fell 35% year-over-year in April, marking its lowest point since MediaPost and Standard… https://t.co/JHlO94rH1y @mp_joemandese

— Digital Content Next (@DCNorg) May 21, 2020

“Brands should really try not to avoid news. It’s a safe, engaging environment,” Cohen says.

“We’ve definitely seen performance in news, it’s very engaging. You see the same type of opinions, controversy, debate in our political sphere in and around coronavirus. It’s definitely an area a client should not be avoiding.”

Recent Integral Ad Science (IAS) research suggests keyword blocking of COVID-19 terms by ad buyers has been reduced by 88% – but not before advertiser behavior tore through publishers’ ad revenue.

Now many newsrooms are bloodied in red ink, the victims of a dichotomy – audience traffic is booming, but monetization opportunities have slimmed, and ad rates are getting pushed down in pursuit of dollars.

Keyword ‘myths’

“There’s a few myths about what the capabilities of keywords are,” Publicis’ Cohen adds. “In most cases, it’s just controls and settings for the URL and not the actual content of the article.

“We’ve always recommended that advertisers take a nuanced approach for their specific brands to keywords. The idea of having a list that is 3,000 keywords long, it doesn’t take into account the semantic analysis and the innovation that’s happened in the last year.”

He is talking about semantic analysis, a branch of machine learning that can return several indicators about the real context and intent inside content, beyond one-dimensional descriptive keywords.

Several ad-tech vendors are now offering such tools to publishers, with which to offer the more “nuanced” buying signals Cohen is talking about. He thinks it is a game-changer.

“It sets you apart, being able to show up in areas where there could be positive stories around certain topics that you may think were negative based on the keywords,” Cohen says.

Rebooting brand safety

This situation is not one where either ‘more’ or ‘less’ keyword blocking should be universally adopted as the only protective measure, it is one that highlights the need for precision in guiding a brand toward or away from content corresponding with that brand’s values & identity pic.twitter.com/TnuPI08Wh6

— Integral Ad Science (@integralads) March 18, 2020

Decisions to swerve certain news stories are often made under the guise of “brand safety” concerns. Many brands have believed consumers would look negatively on them for virus adjacency.

But, even early in the pandemic, there was research around which showed the opposite – far from reacting negatively, many consumers were increasingly seeking out coronavirus information from news organizations and from brands.

The semantic technology has the potential to reboot those “brand safety” concerns, which first emerged a few years ago, when brands discovered their ads running accidentally against alarming content.

Now, more in the industry are declaring all news is intrinsically “safe”, they are searching to establishing which individual pieces of content are “suitable”.

“We can all agree that news is brand-safe,” says Publicis’ Cohen. “It’s the suitability of the content (that matters). There are sophisticated tools that clients have at their fingertips and really we should invest responsibly.”

This video is part of a series titled Brand Suitability at the Forefront, presented by Integral Ad Science.  For more segments from the series, please visit this page.

Jeremy Cohen, the vp and head of global content partnerships at Publicis Groupe, says consumers are “hyper-tuned” to the digital experience right now – meaning they have less patience for poor ad experiences but will be responsive when the messaging, tone and positioning is right. 

“It’s important in this COVID environment that people feel supported across the board,” Cohen says. “Everyone wants to feel like an individual.” 

A few converging strategies can support that mission, which according to Cohen boils down to a “consumer first is key” mindset. First, he says, audience based targeting and contextual targeting can be leveraged at the same time to understand what audiences are consuming from a content perspective and personalization perspective. “So creating what seems to be a personalized experience by leveraging both audience-level data and contextual targeting, that drives the greatest outcome for brands and efficiencies as well,” Cohen says. 

It’s impossible to discuss targeting and personalization right now with mourning the long, belabored death of the cookie. Third-party cookies are in the process of being wiped out by Google, which, while not entirely unexpected, sent the marketing world into a tailspin. Cohen chooses to see it as an advantage for brands and a return of creativity. This time, it will be bolstered by data.

“The cookie is a tax. It’s so widespread, it’s not a strategy,” says Cohen. “Now that it’s going away, brands have more opportunity to create their own unique strategies to give them advantages in the marketplace.”

This video is part of a Beet.TV series  titled “Audience, in Context,” presented by Xandr.  For more videos please visit this page.   

But that’s what is happening.

The senior advisor of media agency holding group Publicis, an ad industry veteran, has complained that too many businesses have followed the path of math.

In Restoring The Soul Of Business, which was published by HarperCollins in January 2020, he calls on businesses to address the “heart” of consumers.

In this recorded interview with Beet.TV, Tobaccowala talks about the three profound effects coronavirus will have, predicting “a time of amazing anxiety”:

1. “(It is as) if 9/11 met the 2008-2009 crisis and they had a child. It’s much more than a one-time systematic shock. It’s much more than financial. It’s a broader and deeper thing than anything that has gone before.”
2. “It is like an asteroid has hit the Earth and the Earth went on after the asteroids hit – but one of the things the asteroids did take out were dinosaurs. There’ll be certain business models, certain businesses, certain organisations that will never come back.”
3. “When you basically close down the global world economy in stages … you don’t restart it without people having different mindsets. It’s like someone has th
4. wacked you in the head.”

In the new world, he says, businesspeople are going to have to “lead with soul”, a topic his book breaks down in to five traits:

1. “Capability. Show that you are capable even if you are working at home with limited stuff to actually do your job.”
2. “Integrity. Like never before, people have to trust you, trust your word because often you’re going to basically tell people in uncertain times.”
3. “Empathy. Not only understanding your ultimate client, but understanding your employees and anybody you’re working with.”
4. “Vulnerability. It’s very, very important to recognize and know that you yourself are concerned about the future and what will happen to not only the world, but your business and your firm.”
5. “Inspiration. This, too, will end. All of us have been given 12 weeks to reconsider life, to reconsider ourselves, to reconsider our families; that’s really positive.”

Tobaccowala was interviewed remotely at home by BeetCam.

But is this now an industry that is led too much by the numbers? Or, put another way, is it time the “Mad Men” took over from the “Maths Men”?

Rishad Tobaccowala wants a better balance, and the chief growth officer of media agency holding group Publicis has written a new book all about that balance.

“People choose brands with hearts and not with numbers,” he tells Beet.TV in this video interview. “The more your business is only based on machines and spreadsheets, you will also be out of a job.

“You need both the spreadsheet and the story. What do people feel? What are their emotions? Without the humanity looking at the data, you end up in a different place.

“The entire business … is besotted with what I call plumbing… how you reach the right person at the right time. But no one is thinking about the right context and what you (should) actually say. (There is) too much plumbing, too little poetry.”

He says he is becoming fond of technology companies that use machine learning to predict an audience’s emotional response to a video before it is published.

Tobaccowala has written a book on “digilog” companies, ones where digital tools and analog people are integrated expertly.

Restoring The Soul Of Business by Tobaccowala is available for pre-order on Amazon, published by HarperCollins in January 2020.

This video is part of Beet.TV’s coverage of the ANA Masters of Marketing Conference in Orlando, 2019.   The series is sponsored by iSpot.tv.  For more videos from the series, please visit this page.  

Tobaccowala, who is CGO of Publicis Groupe, describes the first connected era as “built around the Web, and it was basically you link to information, you link to transactions. Google did the best on information and Amazon on transactions.” There followed the second era, circa 2007, when “we were connected all the time and to everybody” while social networks and mobile phones took off, lifting the Apples and Facebooks.

“Another company eventually recovered and became very powerful, which is Microsoft and had actually left the ad-tech space with the exception of Bing,” he adds.

“And now we’re entering a third connected age, which is machine learning. Which is data connecting to data, Internet of things, VR” as well as “much faster connections because of 5G.”

Along the way, online advertising exceeded $100 billion, fueling digital giants who are privy to lots of consumer data.

“It’s funding good things, like it enables the technologies of Google and Facebook. On the other hand, it also funds the troubles that YouTube and Facebook bring to the world,” says Tobaccowala. “People are beginning to realize that these things are not necessarily ad-tech, they’re society tech. What started off as advertising technology is actually becoming technology that effects and impacts society.”

As a result, data privacy is a hot topic. Tobaccowala believes the ad-tech industry “was not regulated that well, with regard to data, to one that right now is being overly regulated. And people are trying to figure out what the rules are.”

To boil things down, he lists for marketers and the technology industry three “tenets” that should become reality: “Do you actually have to collect the data, and when you do the person who you’re collecting, they need to know why you’re collecting it. They should have the opportunity to basically correct it. They should be able to share in the monetization of it.”

Asked about identity graphs, he says everybody’s building one and there will be many of them going forward. “And right now the most powerful identity graphs are closed identity graphs.” Amazon has verified names and credit card numbers while Google “has multiple touches on you. And in the case of Facebook, they know who your friends are, your name and a whole bunch of other things.”

Tobaccowala’s book, which will be published January 28, 2020 is titled Restoring the Soul of Business: Staying Human in an Age of Data.

This video is part of Beet.TV’s coverage of LUMA Partners’ DIGITAL MEDIA EAST 2019. For more videos from the conference, please visit this page. This series is sponsored by 4INFO.

Last month, Publicis Groupe was awarded Campbell’s U.S. retail work, Canadian and Asia-Pacific creative, along with its digital, technology and consumer promotion business plus media planning and buying globally, as Advertising Age reports. “It was not about spec creative,” says Yin Woon Rani, VP, Integrated Marketing at Campbell. “We didn’t ask for any creative work. It was really about who can help us harness data, turn it into creative insights and deliver it with craft.”

In this interview with Beet.TV at the 4A’s Accelerate conference, Rani explains the benefits and challenges that “giant lakes of data” pose for multi-brand, packaged-goods marketers and how they must balance broad reach with granular targeting.

“I think the biggest hallmark of the marketplace today is the pace and complexity of change,” says Rani. “So I think most marketers are looking for true partners that can help marketers navigate that change, not be fighting it anymore.”

Campbell was looking for “the right operating model to help us compete in the future,” she adds.

CPG brands don’t always have first-party transaction data to inform their strategies, so Campbell sought to become more thoughtful about how it partners with existing data and retail partners and how it uses proxy data. To Rani, the most important thing was to be “clear about what decisions we’re driving to, not just gathering all data in the world in these giant lakes and then sort of like fishing basically, which is what sometimes the industry I think is a bit guilty of.”

When you have a portfolio of brands, you have a portfolio of audiences, according to Rani. “And frankly, in many ways we know television is still the most efficient way” of achieving brand objectives. In addition, “equally legitimately, there’s a role for much more targeted either by audiences, by product or within a big product.”

So Campbell doesn’t see mass and targeted as an either/or choice. “We see it as kind of an and proposition, based again on business goals.”

The company’s media plans “have tilted very heavily to video across screens,” says Rani, who welcomes the advancements being made in television targeting. “We’re excited to see it essentially catch up to the digital world, hopefully with less of some of the digital ecosystem issues that we’ve seen along the way.”

In the “battle for attention,” Campbell like other marketers experiments with “lots of different” copy lengths.

“We don’t over rely frankly, on the traditional thirty-second thing as our starting place. We start with what’s the most important part of the plan. The thirty-second commercial has a role, but it’s not always the most important part of every plan anymore.”

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.

“There’s a lot of negative narrative out there about what’s going wrong for agencies,” says Marla Kaplowitz, President and CEO of the 4A’s, long known as the American Association of Advertising Agencies.

But, Kaplowitz adds in this interview with Beet.TV at the organization’s annual Accelerate conference, “What about the client of the future? What does that look like?”

She cites comments made at the conference by Publicis Groupe CEO Arthur Sadoun, who shared a stage with Procter & Gamble Chief Brand Officer Marc Pritchard and Grey New York CEO Debby Reiner to discuss client-agency relations.

“One of the things I was happy to hear Arthur Sadoun talk about today is there’s so much focus on the agency of the future, which we think of more as the agency of today and tomorrow because agencies are constantly evolving and have that entrepreneurial spirit,” Kaplowitz says.

As Campaign reports, Sadoun questioned the role marketers need to play when he noted, “Every client is talking about growth, but there’s no growth unless you have strong partners.”

Says Kaplowitz, “What is the responsibility of marketers to really understand the intersection of data and creativity and technology and connecting with consumers and how you deliver that in those brand experiences?”

On the personnel front, the 4A’s has for nearly 50 years offered a multicultural intern program for its agency members. “But what’s clear is that we haven’t focused enough on the inclusion side. And that’s where you’re going to start to see some change. It’s really about action and no more talk. There’s enough talk at this point.”

To this end, the 4A’s recently launched the Enlightened Workplace Certification Program aimed at creating safe and productive work environments that create cultures of inclusion, equity, creative dialogue and social transformation. “The intent is to support agencies in eliminating discrimination, harassment, bullying, intimidation and retaliation,” according to a release announcing the program.

The 4A’s is working with the American National Standards Institute (ANSI), a nonprofit that facilitates the development of standards by accrediting the procedures of standards-developing organizations.

In addition, the 4A’s is a supporter of the TIME’S UP movement, “which we believe is a fantastic way to really have the dialogue but also really push forward in a very positive way and in a very inclusive way,” says Kaplowitz.

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.

That’s because agencies are best equipped to “understand people, what they do, how they buy, what they’re motivated by and brands. And how to connect media and brands in the right media environment together,” says Desmond.

In this interview at RampUp 2018, the annual LiveRamp conference, Laura Desmond, the former CEO of Starcom and now Founder & CEO of the new consultancy Eagle Vista Partners, talks about the tools and skillsets agencies will need to best leverage omnichannel marketing.

Referring to Tobaccowala as “my very smart old colleague,” Desmond says of his prediction, “I think broadly that’s right.”

In the days of the 15% media commission for agencies, the impact of such a spending decline would have had a different effect. Now it means that agencies must invest more not only in creativity but also in data and science.

“And agencies are without question in that space the undisputed leaders of putting that alchemy together on behalf of a client, on behalf of their brands. I don’t think that’s going to change,” Desmond says.

Agencies need data platforms and streams that encompass not only brand, media and buying but all kinds of data. This can range from weather to purchasing information “to how people use screens when they are in store, out of store, mobile, location,” she adds.

“All those data pieces and streams have to come together and agencies are going to need to use technology and software to better capture intelligence in an instant of time. Because people and human hands just can’t do all of that data crunching themselves.”

This video is part of a series produced in San Francisco at the RampUp 2018 conference. The series is sponsored by Alphonso. For more videos from the series, please visit this page.

“It is fascinating to me that the creative agencies really want to have access to the data, and as media agencies we want to give them access to the data. It’s only going to cause the creative to be better,” says Reed.

In this interview with Beet.TV at the 4A’s Data Summit, Reed discusses the excitement of using data to send clients down creative paths they might not otherwise entertain, and how a cleaner digital ecosystem will impact both ad inventory (lower) and CMP’s (higher).

While acknowledging that creatives “always have that beautiful instinct inside of them,” Reed says that good data brings a lot of possibilities to the table. “I can show you, dear client, why it’s the right strategy, not just because it feels right to me, but have the data to back it up and we can support them,” she says.

Along the way, things can get “really exciting” when an agency can craft a data story for a client “that may send them down an entirely different path that they weren’t already headed on, which could create something entirely new and interesting.”

After campaign execution, “We get to actually prove out that that creative work,” says Reed. The minutiae of creative iterations can range from “that creative with that talent versus that talent, that background versus that background, logo first versus logo last. We can start to play with all of those pieces and see the iterations and truly start to ladder up what’s going to work best.”

She predicts more progress will be made in cleaning up the digital advertising ecosystem, referencing a discussion at the 4A’s conference on the difference between transparency and trust.

“Transparency is the foundational layer of what we need to provide to our clients in order to then develop that trust. But trust is really the goal,” Reed says.

Specifically, trust that fosters good working relationships with clients, showing that “we’ve got their back. That we’re making sure that the data is correct. That we’re cleaning up the ecosystem.”

Among other things, this cleansing requires that demand-side and supply-side platforms “are actually giving us true inventory that’s real, that is human. I want to know I’m reaching you. Not the bot version of you. Because the bot version of you isn’t going to buy something from me.”

When the dust finally settles, the industry can expect a “step change in what the actual paid CPM is,” says Reed. “I actually think CPM’s will go up, but the actual available inventory is going to ultimately go dramatically down as we clean up this ecosystem.”

This video was produced at the 4A’s Data Summit in New York. Please find other videos produced at the conference here.

Sorrell’s comments in this interview with Beet.TV came as the organizers of Cannes announced the formation of an advisory committee to help them decide what the event should consist of going forward amid controversy generated by the pullout next year of Publicis Groupe, as The Drum reports.

“Cannes as ever was a frenetic week,” says Sorrell. “Probably has become too big. Probably has become too expensive.”

Some people are questioning “whether Cannes should be Cannes, or Cannes should be in Cannes, or whether Cannes should be canned as somebody put it to me,” he adds. “I think it’s a good question.”

The value of Cannes to WPP “is that it’s important to our people and it’s important to our clients.” WPP staffers see the awards confab “as a way of enriching their careers and celebrating their success with their peers judging their work.” The holding company’s clients “also enjoy it in the sense that they get a great kick out of winning awards and being judged by their peers has having been responsible for producing great work.”

Seen in this light, Sorrell doesn’t think a boycott or withdrawal is helpful “but where it’s directionally correct is it does raise the question about whether this is the right place to do this and whether this is the right format.

“Because I think in certain respects, certainly in terms of expense, and maybe some excesses, it’s too much.”

This video is part of Beet.TV’s Coverage of Cannes Lions 2017. For more from the series, please visit this page.

“For most countries, the number one thing that clients are looking for is how do they grow again. So there’s a growth issue,” Tobaccowala says in this interview with Beet.TV during the 2017 Digital Content NewFronts. “The second one in the world of marketing is how do they engage with people in a world where a lot of interruptive ways of engaging are becoming less and less relevant.”

Third: “Do they have the right organizational design?”

Asked for his takeaways from the NewFronts presentations, the Strategy & Growth Officer at Publicis Group opines that “creativity continues to matter,” there’s a “whole bunch of new companies” that attendees need to pay attention to and what is supposed to be “dinosaur companies are not dinosaur companies. They’re coming alive again.”

While speaking of dinosaurs, Tobaccowala offers his take on the video created by NewFronts founder Digitas in which the pairing of a cave man and an astronaut symbolizes the need for both instinct and science in today’s marketing world.

“A lot of people say only the story matters, but so does who sees the story, when they see it and why they see it and that’s where the data comes in,” he says.

It’s all about yin and yang, which makes Tobaccowala “a big believer that it’s actually art plus science plus I think underlying technology that will be necessary to enable both.”

This video is part of Beet.TV’s coverage of the IAB’s Digital Content NewFronts 2017. The series is sponsored by the IAB. For more videos from the #NewFronts, please visit this page.

The adoption of these tools including Visible Measures tags, comScore vCE, vpaid compliant have been  widely adopted by the major players.  Now, the industry has reached a “watershed,” she says.

Trevidi lead a comprehensive agreement with Google, which was announced in October.

We spoke with her at the Beet.TV executive retreat in Vieques, Puerto Rico.

Separately, YouTube has just announced a program to keep YouTube views “authentic.”

We spoke at the OMMA conference where she was a speaker.

That’s according to the products and services VP of Publicis’ VivaKi digital group, Kurt Unkel.

“One of the fund challenges in the space is: ‘Is marketing an expense or is marketing an investment?’,” Unkel told Beet.TV’s Chicago programmatic video advertising summit.

“For certain types of vertical clients, it’s really clear how marketing is an investment – a dollar in is getting me five back … other clients don’t have a metric of that nature, a dollar out is a dollar out.”

For programmatic ad vendors, then, Unkel says a key consideration is: “How do I get to a measurement case that speaks to an ROI where clients realise a dollar here is dollar five there

“For clients that have that notion of an investment … they’re off to the races and doing amazing things.”

Unkel’s comments came as VivaKi’s operator, Publicis, agreed to merge with rival Omnicom, creating a holding company with a $35.1 billion market cap. AdExchanger speculates that the two groups might merge their Accuen and Audience On-Demand trading desks, which Forrester analyst Joanna O’Connell says says will continue becoming more integrated parts of their agency owners despite the deal

“We’re focusing on incubating new opportunities for the group, whether it’s monetizing partnerships, creating new product, and developing new business models to take us into the future and deliver the growth that Maurice [Levy, CEO of Publicis,] is promising today,” Voris says.



VivaKi aims to focus on access to data, not ownership, and is working on a platform that allows more efficient access to data, Voris says.

Beet.TV spoke with Voris in this video interview at Publicis Investor Day in London.

– Katy Charles