The media buyers at Publicis have 1.5B to spend on Internet advertising. And so they’re deep into the process of creating a system to make those buys more efficient and transparent.
And this isn’t only a project. They’re betting the farm on it.
One has to be skeptical, though, that they have the ability to build something that actually, truly, works. Something that can track “supply and value across different content categories, industry segments and product types” and surface that information to a buyer at Publicis that makes that person even smarter.
But, Google is helping them. On the other hand, maybe Google’s just trying to get a look at what Publicis is doing.
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