NEW YORK—Yahoo Inc. and Publicis Groupe SA's VivaKi Nerve Center said Wednesday they will work together to give Publicis clients more targeting and personalization options for mobile advertising.
The companies said Publicis' mobile marketing agency, Phonevalley, will integrate Yahoo's mobile developer platform language, Blueprint, to aid clients in doing such things like scaling brand messaging and speeding up time to market.
Also, Yahoo will use its mobile smart ads technology to allow for various versions of a brand's ad message and Publicis will use this system to come up with mini sites related to those smart ads.
Publicis said it will work on integrating its media buying systems with Yahoo's Right Media Exchange, which is an online advertising exchange that connects publishers with advertisers. And Publicis intends to use Yahoo's new advertising management platform, Amp, as well, when it is available.
Amp, which Yahoo said in April would be rolled out on a limited basis starting in the third quarter, is intended to make it easier for advertisers to aim their messages at specific demographic groups across scores of Web sites. Amp will rely heavily on data that Yahoo collects about people's preferences at its own Web site as well as other online destinations.
