Microsoft, Publicis in deal to create new digital advertising formats

Microsoft and Publicis Groupe, owner of ad networks, including Saatchi & Saatchi, have struck a deal to create new digital advertising formats and tap into data from TV set-top boxes to deliver highly targeted TV ads.

The deal was struck with Publicis Groupe's combined media operation Vivaki and announced at the Cannes Lions International Advertising Festival.

On the content side, it will allow companies to better build brands and we are also looking to the future of advertising with new formats.

Vivaki will develop an advertising exchange using Microsoft's Admira technology, which taps into user data in set-top boxes.

Publicis Groupe clients will be able to buy audience-specific ads based on information gleaned from the viewing habits of US households who watch TV using set-top boxes.

The second part of the deal involves developing new digital ad formats and will build on Publicis Groupe's existing initiative, called the Pool, an alliance involving Microsoft, CBS, Hulu, Yahoo, AOL and Discovery that has created a new pre-roll advertising format expected to launch in January.

After today's deal, Microsoft will help develop and launch 10 advertising formats in different areas, including user-generated content, mobile phones and social marketing.
The two companies will collaborate on creating digital content for Publicis Groupe clients.

Microsoft will support Publicis-owned PBJS, a production studio, to develop digital content and programming ideas that Publicis Groupe advertisers will be able to sponsor, ad fund or otherwise support.