Publicis Buys Mobile Data Platform RUN

In the US, ad and PR giant Publicis Groupe has acquired real-time data management and ad buying platform RUN for an undisclosed sum.

Established in 2011 by CEO Seth Hittman and COO Dan Schwartz, the firm offers a mobile-focused platform which organizes and links consumer data sets captured from multiple sources, including cellular carriers and Internet service providers. Its targeting offer combines consumer behavior, media usage and location information.

As part of the deal, New York-based RUN will retain its name, management team and structure, operate as a standalone unit within Publicis-owned Starcom MediaVest Group (SMG), and be available as a resource to all units across the group - specifically digital intelligence network VivaKi.

Laura Desmond, Global CEO of SMG, comments: 'This acquisition will accelerate Publicis Groupe's digital capabilities in the mobile space. RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond.'

Web sites: www.publicisgroupe.com and www.runads.com .