Microsoft and VivaKi, the digital arm of Publicis, have unveiled a broad cooperation deal spanning the fast-growing digital advertising sector to targeted television advertising. The deal will lead to the creation of a customised VivaKi advertisement exchange for television advertising delivered via Microsoft’s Admira software.

As part of the agreement, VivaKi’s units Starcom MediaVest Group, Zenith Optimedia and Digitas, will use Admira technology to help clients plan and buy media ads when Admira goes live in the fourth quarter 2009. Admira, developed by Microsoft’s Navic division, helps advertisers target specific television audiences, thus saving on the costs of placing ads in front of consumers who are unlikely to buy their products.

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