Publicis Groupe’s VivaKi Signs Deal With Mass Relevance For Branded Social Media Curation

A new partnership with VivaKi, ad tech solutions and partnerships specialty unit of Publicis, and social curation platform Mass Relevance gives all of Publicis Groupe access to the platform and product suite. The platform is designed to help brands support their advertising campaigns through social media engagement “hubs”, in real-time across all devices.

Mass Relevance aggregates and filters social content from Facebook, Instagram, Google+, YouTube and Twitter in real-time to display a brand’s social mentions and interactions across platforms in one branded area. The curated social content can display on client web sites, apps, mobile devices or other digital space.

Rishad Tobaccowala, Chief Strategy and Innovation Officer at VivaKi, said in a statment, “The ability to curate conversations and amplify those conversations with other media is part of the next generation of storytelling, and our alliance completes what we believe is a strong offering in the marketplace for optimizing media of all types.”

Publicis Groupe is one of the largest buyers of social advertising in the world. In April, Publics’s Starcom MediaVest stuck a deal with Twitter to help its TV advertising clients capture and engage with second screen audiences. The company says Publicis agencies Leo Burnett, Digitas and MS&L have already used Mass Relevance to support paid ad campaigns through social media.

About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.