Publicis Groupe is to move its VivaKi programmatic buyers into its media agencies, so that they sit alongside the traders in other disciplines.The move means the programmatic arm VivaKi will now focus on developing platforms, trading and research.
The VivaKi buyers, meanwhile, will move into Starcom MediaVest Group, ZenithOptimedia and Walker Media.
The changes are already being put in place in the US, and will happen in the UK by the end of the third quarter of this year.
A spokeswoman for VivaKi said: "We are taking programmatic planning and activation services closer to the media planning process, where programmatic expertise belongs.
"Our media agencies have more programmatic capacity than ever before (critical as 60 percent of media goes programmatic), and will be equipped like never before to marry online/offline intelligence to optimize consumer engagement plans across all screens and touch points."
The spokeswoman said around a third of VivaKi staff will be moving into the media agencies globally but declined to comment further on the exact number of people.
This article first appeared on campaignlive.co.uk