• by Tyler Loechner  @mp_tyler, October 28, 2014

Publicis Groupe on Tuesday announced it has acquired Run, a cross-device programmatic ad platform with a focus on mobile. Terms of the deal were not disclosed.

Run will be aligned with Publicis’ media planning and buying unit, Starcom MediaVest Group (SMG), per a company blog post announcing the acquisition. Run has a mobile-focused data management platform (DMP) as well as a demand-side platform (DSP) for the programmatic buying of digital ad inventory.

“We’ve seen dramatic changes in the ways agencies are operating, relying more and more on data management and technology platforms to thrive in a connected world,” Seth Hittman, CEO of Run, said in an earlier statement.

While Run will be coupled with Starcom, all Publicis agencies will have access to its tech, per a release. VivaKi’s Audience on Demand, the agency holding company’s largest trading desk, will use Run’s DMP and DSP.

“This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space,” stated Laura Desmond, global CEO of Starcom MediaVest Group. “The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies.”

Publicis is positioning the acquisition as one that keeps them on track to reach their “strategic plan” of earning 50% of their revenue from digital by 2018. Digital currently represents 41.6% of the holding company’s revenue.

Per a release, Run will keep its name, management team and structure of operation as a stand-alone unit with in Publicis Groupe. Run is headquartered in New York City.