MOUNTAIN VIEW, California: Google has renewed its partnership with VivaKi, part of Publicis Groupe, for the coming two years, pledging to launch a new platform for buying video and mobile display ads in the US and Europe.
The system, effectively an extension of the VivaKi Nerve Center trading desk, or Audience on Demand, would allow media agencies to bid for mobile and video display advertising space in real time via ad exchanges such as Google's DoubleClick.
"Marketers have seen the power of addressable advertising; the logical progression is to do this in video and in mobile advertising," Curt Hecht, ceo of VivaKi Nerve Center, told the New York Times.
"Finding the right person at the right time on any screen or any device is the future of marketing."
Video and mobile advertising could ultimately make up a bigger market than graphical display advertising, Hecht added.
He also argued that, far from being a development controlled by technicians, there will be an impact on the creative side too.
"The notion of dynamic messaging and advertising is going to be critical," he suggested. "The real-time buying aspect of this is going to turn into real-time creative as well."
The Google/VivaKi project involves building on both the existing technology of Invite Media, the ad buying platform Google bought in June, and the automated display advertising operation it acquired via its purchase of Teracent last year.
"It's a large market today; we believe that it can be substantially larger," said Neal Mohan, vice president for product management at Google.
Data sourced from New York Times; additional content by Warc staff