Vivaki Nerve Center Partnerships with Evidon and Weborama

I thought I would add in the releases around Evidon and Weborama in case some people are not subscribed to the various news sources. They are exciting partnerships, Evidon in the area of privacy and Weborama around data, tech and inventory used to power Audience On Demand in EMEA. So many data and tech partners are US, this partnerships adds to our approach of partnering with people rather than demanding or bullying them into working together.

Vivaki Nerve Center partners with Weborama in European deal
Mark Banham, 25 October 2011, 10:56am

Vivaki’s research and development arm Nerve Centre has formed a Europe-wide strategic partnership with emarketing and behavioural targeting company Weborama.

Weborama will provide local media, data and technology across Europe for VivaKi Nerve Center’s Audience On Demand (AOD) trading desk, which focuses on the digital display media exchange space.
The company currently has partnerships with Vivaki agencies in France and Spain and the extended strategic partnership will cover all key European countries where including the UK, Netherlands and Germany.

Vivaki Nerve Center currently has existing global partnerships with Google and Microsoft.
Marco Bertozzi, EMEA managing director for Vivaki Nerve Center, said: “Our strategy has always been to deliver a consistent global approach to AOD, partnering with the strongest local companies to deliver the most advanced data solutions for our clients.
“In the exchange environment too many companies offer data and inventory either locally on a country specific basis, or globally.
“Weborama has a unique offer providing advanced technologies and the very best data, as demonstrated by their recent partnership with hi-media, across Europe. This ensures we really are delivering the best solutions for our clients.”

Alain Levy, chief executive of Weborama, said: “This partnership with the Vivaki Nerve Center will allow us to leverage the success stories we’ve had with the agencies in France and Spain and to extend the relationship to other European countries where we operate.

“Vivaki has been at the forefront of the ad trading game with the Audience On Demand platform, they’ve pushed us forward to deliver the best possible technology, data and media solutions to their clients, so we look forward to expanding this successful relationship with them.”

Earlier this month, Vivaki Nerve Center turned to Evidon to offer its clients the ability to ensure their online ads comply with the EU ePrivacy Directive in the UK and throughout Europe.

Evidon partnership

VivaKi strikes online ad compliance partnership
By Daniel Farey-Jones, brandrepublic.com, 10 October 2011, 04:11PM

VivaKi, the digital media arm of Publicis Groupe, has turned to Evidon to offer its clients the ability to ensure their online ads comply with the EU ePrivacy Directive in the UK and throughout Europe.

Data accuracy, not data privacy

OK it is a little black and white and overly simplistic but there is something in this phrase. After working with Evidon, formerly Better Advertising, I realised that we are spending so much time talking about data privacy when in reality part of the game is data accuracy.

Evidon are one of the first companies in the US and soon to be EMEA that overlay a logo on each and every banner, allowing a consumer to learn a number of things about who is tracking them and what these databases hold on an individual user. Once you click through you are told about the company whose page you are on and anyone else who may be tracking you across over 300 data partners. Now it gets interesting, not only can you see this data but you can change it in real time to reflect you and your life more accurately OR you can opt out altogether.

The first and interesting learning was only a tiny, tiny percentage of the users clicked on the logo, we can forgive that as there has not been much coverage and education, that said against billions of impressions the actual number was high enough to learn lots about what they did next..they did not opt out, no they updated their profiles on the databases. They were happy to be tracked but only on their terms, they wanted to make sure they were rightly represented so they got the best advertising.

I dont think enough people talk about this, we are constantly assuming consumers / users want out, no they want accuracy and they want to see who and what is looking at them, after that in the main it appears they are happy to work with us nasty, media and data companies, they may even want to receive an advertising message!

So I think we should talk as much about data accuracy as we do data privacy..