The recent deal signed by ad agency Publicis’ digital unit VivaKi to buy ads from Amazon’s new self-service display tool crystallizes the outfit’s ethos, says company exec Marco Bertozzi.

“The Amazon announcement is the fruition of 18 months of working with them -it’s a case study for exactly what we’re trying to do with our big partners in the media space,” says Bertozzi, who was this spring promoted to president of the Audience On Demand sub-group for EMEA and North America.

In the first of three video interviews with Beet.TV, Bertozzi says six-year-old VivaKi’s unique selling point remains fixed, despite the emergence of powerful new ad tech vendor relationships and the collapse of Publicis’ proposed merger with Omnicom.

“There’s been a lot of swirl in the last few months about Omnicom and Xaxis and so on – but we’ve kept pretty consistent,” he says.  “We want to align with agencies and their advertisers. The trouble with … some of the offerings that are out there is they have multiple business models in play, which means they can’t possibly align. That muddies the water.”

We spoke with Bertozzi for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco.    It is sponsored by the automatic content recognition (ACR) technology provider Civolution.

Please find more videos from the series here.   Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.

Update:  Please find this article in the Wall Street Journal about new advertising operations and services at Amazon.

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