Publicis’ VivaKi unit recently reorganized to thread programmatic trading throughout its sibling departments in a bid to take data-based planning to new heights and new media, according to a stablemate exec.

“We are thinking not just data-centric but data-centric as it involves your entire media investment,” ZenithOptimedia activation standards, insights and technology EVP Julian Zilberbrand tells Beet.TV in this video interview. “That means taking insights that you learn in one channel and applying them effectively in another.

“The more information you know about (consumers), the better you can communicate and give them messaging that is relevant for them. Data allows us to do that, but the opportunity to do that in a way that scales across multiple media types is an opportunity that’s still evolving.”

Zilberbrand is heading to Cannes Lions hoping the discussion about so-called “programmatic” ad buying, which he says has long happened in the US, is becoming more global.

We interviewed him as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.