Publicis Groupe owned VivaKi India has tied up with US based digital advertising solution provider, MediaMind (formerly known as Eyeblaster), to source digital ad serving technology from the latter.
VivaKi India runs VivaKi Exchange, the consolidated media buying arm of Starcom MediaVest Group, ZenithOptimedia and Solutions Digitas - and VivaKi Nerve Centre, which is the research and technology development arm.
Seelamsetty elucidates, "The technology and tools will enable digital agencies to set up, manage and monitor (analytics) digital campaigns. Real time analytics will be offered for the ads served through the MediaMind platform.
"Apart from this, the MediaMind technology will also enable agencies to target and re-target users and serve ads based on the consumer behaviour on a particular website. The technology firm will offer ad serving solution for various formats of digital ads - rich media, static banners, search and mobile ads."
Will this deal imply that VivaKi India will push for more brand-based and rich media led campaigns? MediaMind is known mainly for rich media advertising. Pavan Chandra, managing director, VivaKi Nerve Centre, says, "It's not that we will start focusing more on branding based campaigns because of this deal. Depending upon the objective of the advertiser and the campaign, we will provide the digital advertising solution, which could be focused performance or branding or both."
Some other agencies which source digital advertising solutions from MediaMind are GroupM - for its various digital arms - and Dentsu Digital. MediaMind also offers ad solutions to publishers such as MSN.co.in, Indiatimes.com and Cricinfo.com.
Another prominent player in the digital ad serving business is Google-owned DoubleClick for Advertisers (DFA).