The move means the programmatic arm VivaKi will now focus on developing platforms, trading and research.
The VivaKi buyers, meanwhile, will move into Starcom MediaVest Group, ZenithOptimedia and Walker Media.
The changes are already being put in place in the US, and will happen in the UK by the end of the third quarter of this year.
A spokeswoman for VivaKi said: "We are taking programmatic planning and activation services closer to the media planning process, where programmatic expertise belongs.
The spokeswoman said around a third of VivaKi staff will be moving into the media agencies globally but declined to comment further on the exact number of people.
This article was first published on campaignlive.co.uk