Starcom MediaVest Group and ZenithOptimedia have integrated their programmatic trading capabilities to reinforce the group’s ethos of acting in the best interests of each agency’s clients and providing even greater transparency.

The programmatic service expertise will move upstream into the agencies, closer to the strategic planning process and closer to clients, while each agency will be able to negotiate commercial terms with clients that best reflect their individual requirements.

The Audience on Demand suite will continue to provide globally market leading technology, product development, and data and analytics capabilities on behalf of the two agencies.

ZenithOptimedia CEO Ian Perrin said: “We have always believed in delivering client relevant solutions that are in their best interests, and by bringing programmatic inhouse, we can ensure we deliver on this. In an environment where many questions are being raised about the non-transparency of trading desks, we believe we need to be unequivocal in our position. This is a move clearly made to ensure we are focused on the requirements of our clients.”

SMG Australia CEO Chris Nolan added: “We believe that providing our clients with a more integrated and bespoke solution is pivotal in how we deliver experiences. As programmatic continues to move into new channels, we believe this move allows us to be well placed to deliver personalisation across many more channels with speed.”