Publicis Groupe has acquired data management and programmatic buying platform RUN to expand its data-driven campaign capabilities.

The acquisition is designed to aid Publicis agencies target and track online advertising more effectively, especially in mobile.

Publicis also said that RUN will help it achieve its expectations of earning 50% of its revenue from digital by 2018 – currently it is at 41.6%.

The platform will be aligned with Starcom MediaVest Group (SMG) and will be available as a resource to all networks within Publicis Groupe including ZenithOptimedia, DigitalLBi and Razorfish.

Seth Hittman, chief executive of RUN, said: “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.”

Laura Desmond, global chief executive of SMG, added: “This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space.

“The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies. RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond.”

RUN will retain its name, management team and structure and operate as a standalone unit within Publicis Groupe.

As time spent on mobile devices continues to grow, eMarketer predicts that mobile ad spend is expected to increase from $8.5bn in 2013 to $31bn in 2017.