What: Facebook and advertising holding company Publicis Group announced a sprawling multi-year advertising partnership that is said to be worth around US $500 million.
Why it matters: As a result of this deal, Publicis will gain access to Facebook insight, engineers and creative talent to develop special ad units or content for the social network´s Instagram property.
Social networking service Facebook and advertising holding company Publicis Group have announced a sprawling , long-term partnership. Terms were not disclosed, but the deal is said to be valued around US $500 million, according to AdAge.
The deal is believed to provide Publicis’ increased access to Facebook´s ad inventory and data for ad targeting , to Facebook engineers and analyst to develop better rich measurement tools and help Publicis to increase opportunities in video and on the social network’s Instagram property.
This is a multi-year partnership that is mainly “focused on co-creation of product around data, video and images, including core Facebook and Instagram,” said Laura Desmond, CEO of Starcom MediaVest Group, the Publicis agency that managed the agreement.
[comillas]This is the largest deal of the latest in a string of major partnerships between Publicis agencies and digital media companies.[/comillas]
Apart from the fact that deals between agencies and major ad sellers are relatively unusual nowadays.
The partnership will most probably join global spending from Publicis media networks Starcom MediaVest Group and Zenith Optimedia as well as large digital shops like Digitas, Razorfish and Rosetta,according to Adage.
Carolyn Everson (photo), VP of global marketing solutions at Facebook, told AdAge, “This is the first time we have all of the different elements that will allow clients to reach a significant scale of 100 million people a day in the U.S. and [specific] audiences within the 100 million the client wants to reach.”
“You can boil it down to integration and data. We’re the first agency network that will have this comprehensive level of data and access,” Desmond told the Wall Street Journal.
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