“True to a self-serve platform, we get access to AMG and the functionality and creativity they provide, which doesn’t preclude us working hand in hand with them,” Venuto said. “It’s just much tighter.”
Right now VivaKi is undergoing a platform training process with its team and evaluating which advertiser campaigns could benefit from self-serve functionality.
“The goal is we’d move any and all of our Amazon programmatic business through the self-serve tool and there’s no reason not to,” he added. “That’s a rich treasure trove of inventory in reaching (244 million) consumers. We’re excited because it’s applicable to our cross-section of advertisers (like) telco or CPG.”
VivaKi, which operates both the trading desk VivaKi Audience On Demand (AOD) and vets all programmatic media, data and tech partners through a 300-point VivaKi Verified evaluation process, “has the benefit of learnings across a wide range of clients and services, and can now (apply that) on top of our tools and technology to drive increased value for their clients,” said Amazon’s Dallaire.
VivaKi augments all vendor partner platforms including Amazon’s self-serve tool with an open source dashboard that aggregates information, such as attributable value, from campaigns running on AOD and VivaKi’s data platform SkyScraper. It is designed to harness data to inform future cross-channel buys.
“Based on our clients’ objectives, we can choose which platform we want to run, put those plans in place, the client approves them and we apply the ‘thin layer’ to make sure there is (proper) budgeting cross-platform and use the platform to do individual customization,” Venuto said. "Fundamentally, the functionality (of AAP) is the same…but how it gets executed, how we look at that data… and that speed is now available directly to us and we’re excited about that."