The displeasure has made its way to the top of Publicis with its
CEO Maurice Levy getting involved, a person familiar with the
situation said. In fact, Mr. Levy has brought the issue directly to
Facebook Chief Operating Officer Sheryl Sandberg, this person said.
A Facebook spokesman declined comment.
A spokeswoman for Vivaki, the Publicis division
that houses its ad-buying trading desk, would not comment on talks
between Mr. Levy and Ms. Sandberg but characterized talks between
the companies as "ongoing and positive."
In the meantime, Vivaki has turned to other technologies such as
Turn, to buy ad space through the Facebook Exchange, two people
familiar with the situation said. But people familiar with the
company's thinking say Publicis does not see that as a long-term
solution and does not like the idea of Facebook dictating which
technology it can use to purchase ad space on Facebook.
The impact of Invite's exclusion, though, extends beyond
Publicis. Other agency trading desks, including Omnicom's, also use
Google's Invite technology for some targeted ad buying. An Omnicom
spokesperson declined to comment.