Media Buying Efficiencies Found

Publicis on Wednesday unveiled a new digital-advertising system that links together technologies from Google Inc., AOL, Microsoft Corp. and Yahoo Inc.
The system connects Publicis’s media-buying agencies with the ad space sold by the Web giants, according to The Wall Street Journal.

“We are putting the four competitors around the same table,” and “that will drive prices down so that we are using the money of our clients in the best possible way,” says Publicis Chief Executive Maurice Levy.
“We are not doing the deals only to do a deal,” Mr. Levy says. Digital revenue should represent more than 25% of the group’s total revenue by 2010 compared with 18% in the first quarter of this year, he says.

Ad Age has a more detailed account.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.