Havas Digital has partnered with Traffiq, the online advertising marketplace and management platform, to help buyers plan and execute ad transactions.
Traffiq offers a platform that lets media buyers plan, negotiate and buy directly from publishers. Havas Digital will use it to meet the buying, reporting, negotiation and campaign optimization needs of "blue chip" customers from its offices in New York, Boston and Chicago, according to the companies (via MediaBuyerPlanner).
Traffiq enables ad buyers to post RFPs and allows publishers to respond directly.
"There are many tools that assist in the ad buying process, but Traffiq is unique because it provides complete visibility and control over the exact placements of online ads," said Marta Martinez, svp of corporate partnerships for Havas Digital. "Traffiq provides a comprehensive view of opportunities from across the web in a contained format that is reminiscent of the much less complicated - but also less lucrative - days before online advertising."
The Traffiq platform supports all of the 35-plus standard display-based digital media units approved by the IAB.
In March 2009, IAB and PricewaterhouseCoopers reported (pdf) that 2008 online ad revenue totaled $23.4 billion - up $2.2 billion, about 11%, from 2007.
The deal is the first with a major agency holding company, though Mark Kahn, founder and CEO, says talks about similar deals are in the works with IPG, Publicis, WPP, Omnicom and Aegis, writes Adweek. Havas says the company wants to see if it can bring efficiencies to the media planning and buying process.
Traffiq processes campaigns averaging 35 million impressions a day. The average campaign on Traffiq is valued at $75,000.
Traffiq says it is not an ad network or an ad exchange. It calls itself "the only online display media marketplace that directly connects agencies and advertisers to publishers."