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Vivaki opens APAC hub for agency trading desk

Grace Liau

Grace Liau

Publicis Groupe’s media buying group Vivaki has set up a regional hub for its agency trading desk Audience On Demand (AOD).

The hub will be based in Singapore and run by Grace Liau, a Singaporean who is returning home from the US after 20 years to take on the role of regional general manager.

Liau was one of the original founders of AOD when it launched in 2008.

The unit will offer programmatic buying across across display, video, mobile and social media and support local markets across the region.

The launch comes shortly after VivaKi set up a regional activation centre for Europe in Amsterdam. A third regional hub is being planned for China.

Jeffrey Seah, the country chair of Vivaki Southeast Asia, said: “Audience On Demand represents the epitome of laser-targeting consumers – a real-time matching of advertising inventory to consumer profiles.”

“Just like programmatic trading in the financial stockbroking houses, AOD will bring an industrial-level of efficiency over “retail” media buying and will provide our agencies with the competitive advantage needed in our technology-infused industry,” he said.

AOD competes with WPP’s Xaxis, Interpublic Group’s Cadreon and Omnicom’s Accuen, with which AOD could merge if the Omnicom Publicis Groupe merger goes ahead. Publicis Groupe had not responded to Mumbrella’s questions about this at the time of writing.

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