Omnicom Media Group Sets Up Industry’s First Programmatic Private Marketplace
The Omnicom Media Group has launched the first programmatic private marketplace for point-of-purchase screens in the US, covering approximately 80,000 screens nationwide. Those screens are located across multiple points along with the in-store and to-the-store journey, including in-aisle cold case doors, check-out screens, entrance and open-air kiosks, EV charging stations, and gas pump screens.
Even though the pandemic of the last two years kept many people from going shopping, retailers and a host of place-based media companies have been investing millions in screens that are found in and near stores. OMG points to PWC research indicating that 48% of consumers still make purchases inside a physical store once a week and even 45% of most digitally-native consumers – Gen Z – were likely to shop in-store.
OMG’s new private marketplace went live on April 8 and includes inventory from retail vendors and networks. Companies like GSTV, Screenvwerse, Volta, Cooler Screens, Lightbox, NRS Digital Media, and Grocery TV continue to expand their network of screens, providing content and advertising to consumers. The company’s outdoor media group negotiated partnerships for OMG’s point-of-sale screen programmatic marketplace. OMG North America Chief Activation Officer Megan Pagliuca said,
“With this first-mover marketplace, we’re bringing the benefits of programmatic to the rapidly growing, highly effective and uniquely measurable environment of point-of-purchase screens. The positive impact will be seen at all stages of investment, from planning to content development to activation and measurement.”
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Know the end-to-end impact
– This programmatic private marketplace enables OMG clients to have more control over which screens are next to their products in stores, rather than buying directly from the networks, which doesn’t guarantee proximity.
– OMG’s new marketplace provides its clients with a competitive advantage in leveraging the new and evolving formats being offered by retailers like Walgreens, CVS, Whole Foods, and many others.
– With the ability to reach these highly actionable consumer touchpoints programmatically, OMG clients can support the discovery of new and existing products and maximize contextual opportunities to ignite screen-level decisioning that drives incremental sales at a lower cost.
– OMG’s PMP for point-of-purchase screens will be incorporated into the inventory graph and activated within the Omni open orchestration platform that underpins all Omnicom agencies. As quoted by Digiday, Pagliuca said,
“The benefits of programmatic around measurement, targeting, ease of testing, etc., creates this massive opportunity for brands to be able to drive ROI by reaching consumers, right when they’re about to purchase and when they’re near the product in the store.”
From Last Mile to Last Aisle: Partner Perspectives
Digiday reported that the media agency network has 90-day exclusive access to programmatic inventory with Cooler Screens, 90-day “first-priority access” to Volta, and “first-priority access” to native content with Grocery TV, along with non-exclusive access to programmatic inventory from GSTV, Lightbox, NRS Digital Media, Velocity, Screenverse, and Starlite. The media partners in the deal with OMG believe they do solve some of those issues.
“The partnership between Cooler Screens and OMG provides a unique trifecta where all parties benefit,” said Cooler Screens co-founder and CEO Arsen Avakian.
“Consumers receive contextually relevant content while they are in a shopping mindset in-store, empowering them to make better decisions. Retailers are able to modernize and activate their in-store experience and increase sales. Brands now have the opportunity to connect digitally and programmatically with consumers in-store when it matters most while also being able to measure online to offline performance.”
Looking at the opportunity specifically through the grocery category lens, Grocery TV Director of Ad Partnerships Nolan Johnson said,
“We recently surveyed grocery shoppers and discovered that 95% of them are still regularly going into physical stores to get their groceries. OMG’s new marketplace provides both endemic and non-endemic brands with the opportunity to bridge the gap between online and in-person retail media and capture attention in the real world.”
President Jill Schnitt also added,
“Working with the best technology enabled place-based inventory, we have an unprecedented opportunity to prove the impact of last mile/last aisle messaging on decisioning.”
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VIZIO Launches Jump Ads to Connect Linear TV With Streaming
VIZIO introduced a beta program for an innovative new cross-platform viewing solution called Jump Ads, designed to bridge the gap between linear TV and streaming services.
According to research by Accenture, 60% of viewers are frustrated with the process of navigating between different streaming services and apps. Using this new ad format, content providers can present an interactive overlay that directs viewers to an app on VIZIO’s SmartCast platform. As a result, users have the option of continuing to watch content without having to look for something else afterward.
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FOX is the first company to test Jump Ads with its new series Welcome to Flatch, which concludes the premiere episode with Jump Ads. Upon viewing the premiere episode, viewers will be prompted to watch additional episodes of the program. They can also catch up on past episodes on the FOX Now app.
As a platform that encourages and increases viewership across formats, Jump Ads gives content providers a new way to engage viewers beyond a linear session through the ability to fully control and customize the user journey across platforms. This includes, for example, the option of choosing when the ads will appear, how often they appear, and even which application they will point to. Currently, VIZIO is working on multiple integrations with brands and content providers.
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Adam Bergman, VP of Sales at VIZIO Ads said,
As the provider of both the TV hardware and software, VIZIO is in a unique position to create an environment that reduces friction and increases usability. Jump Ads represent yet another step in VIZIO’s ongoing mission to unify the smart TV experience with features that benefit viewers, content providers, and advertisers.
Natalie Park, SVP, Marketing Strategy, and Media at FOX Entertainment added,
Clearly, the viewing experience has changed, with both linear and streaming playing an integral role for the foreseeable future. Innovations like Jump Ads that integrate these formats for viewers create a better live, tune-in experience that caters to the on-demand expectation that the binge-watching cultural phenomenon has created.
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Admix And JGroup Partner To Bring In-Play Advertising To MENA Brands
Admix, the hypergrowth technology company guiding brands into gaming and the metaverse, has joined forces with the Dubai-based media powerhouse JGroup to bring In-Play advertising to the group’s clients in the MENA region.
A large part of JGroup‘s media mix will now include Admix’s In-Play ad placements for DOOH brand clients. There is a potential for further opportunities for MENA brands in the future that blend the physical and virtual worlds.
With In-Play, advertising within the games industry has been revolutionized by introducing premium, non-intrusive advertisements that blend seamlessly into in-game environments while enhancing the gameplay experience. The JGroup’s brands can programmatically access inventory from Admix’s portfolio of high-quality mobile game publishers, including Gameloft, Sir Studios, and Naxeex.
Research shows that the revenue in MENA-3 (Saudi Arabia, United Arab Emirates, and Egypt) is expected to rise to USD $3.14bn in 2025 at a 5-year CAGR of 13.8%, making it one of the fastest-growing gaming markets in the world.
Interesting Read: The Ultimate A-Z Glossary Of Digital Advertising!
Samuel Huber, CEO and co-founder of Admix commented,
“The MENA region is a highly captive audience when it comes to gaming and virtual world experiences and it’s an honour to be able to introduce our In-Play tech there with such a major player in the MENA media market as JGroup. We’re looking forward to kicking off the partnership.”
Imad Jomaa, founder and CEO of JGroup added,
“We are thrilled to be expanding our network of advertising offerings to reach users in the metaverse. JGroup is always invested in providing top class innovative digital solutions to its media partners and clients. We are very proud to be part of this major milestone in the MENA region as a pioneer in the GCC media space. Always driven by its passion to deliver new solutions to its clients in the media ecosystem, Promofix is excited to commercially represent Admix services in the MENA region and be part of this new media transformational journey.”
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Walmart Connect: Walmart’s Ambitious Advertising Plans For Its Programmatic Platform
Retail giant Walmart plans to build out its Walmart Connect advertising platform this year and is creating multiple new channels for advertisers to engage directly with its customers.
Walmart has improved its internal advertising prowess over the past several years, with retail media becoming increasingly important. On Walmart’s earnings call, the retailer discussed its global advertising business and how Walmart Connect, its United States arm, plans to innovate this year. In the fourth quarter ended Jan. 28, Walmart’s global advertising business reached $2.1 billion and active U.S. advertisers increased by 136%.
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The meaning of meaningful connections
The digital media presence is a tempting opportunity for advertisers. Big retailers have also stepped up their advertising offerings. These efforts imply an additional revenue stream derived from first-party data, as well as confidence that the retailers’ customers have more attention to spare for additional advertising.
Reach: Walmart states that 90% of American households with them in-store or online. Also, claims that more than 150 million customers shops every week. In a company blog post, Walmart Connect SVP and General Manager Rich Lehrfeld describe the connections the company is making between its customers, suppliers, and sellers.
“Our mission at Walmart Connect is to help brands and sellers meaningfully connect with these customers on their shopping journey – wherever that occurs – to find the right product or discover a new one.”
Walmart lists that these meaningful connections occur in omnichannel ways- stores, websites, apps, or the internet. Of course, the retail giant’s own digital properties play an extensive role in the journey that includes search and native display ads as well as social media.
Social Media: The #GetTheWChallenge for the football fans on TikTok to inspire their shopping for the Big Game.
AR Experience: The retail giant tapped customer attention using AR technology where they discovered new products through Walmart’s Gift Finder during the holiday season. They also purchased ingredients through co-created shoppable Pinterest recipes.
Expand Touchpoints: Walmart Connect plans to expand the touchpoints for customers to view ads and the types of advertisements they see through CTV, video, and omnichannel experiences, such as self-checkout screens, in-store events, sampling, and TV Walls. Moreover, Walmart.com will launch premium advertising experiences by the end of the year, including video and onsite advertising.
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Unlocking growth for suppliers and sellers
Suppliers and sellers will be able to reach customers more efficiently with automation. Lehrfeld explained,
“We recently rolled out Display Self-Serve to our first phase of advertisers, giving them more speed, flexibility and control with their display campaigns.”
Walmart Platform Partner program will also be expanded to assist sellers in scaling, automating, and optimizing search campaigns. Furthermore, Walmart Demand Side Platform (DSP) will be presented to more advertisers and will enable them to purchase offsite inventory in one place.
Its blog post explains that improving targeting and search capabilities will give advertisers more impact and customers a better experience. It will also be able to offer a more comprehensive end-to-end offering by expanding its measurement capabilities across its portfolio. Lehrfeld concluded
“We’re laser-focused on evolving Walmart Connect’s solutions to help advertisers make every media moment a retail moment, by connecting with customers in a meaningful way at any point in their shopping journey.”.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad Buying?
Bridging The Gap: Is YouTube Unifying Linear And CTV Ad Buying?
The television advertising industry has undergone tremendous changes, especially during the past two decades. The consumption of streamed content is soaring, and the traditional methods of purchasing and selling TV media have evolved substantially. Even though the lines between TV and digital advertising are becoming increasingly blurred, they remain separate. YouTube moved its YouTube Brandcast event to the same week as the Upfronts, making the distinction between the two essentially invisible.
Today, users neither watch the same content nor at predetermined times. They have the power to watch anything they want, anytime and anywhere. According to a recent study, 82% of households in the US have at least one connected TV (CTV) device.
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Image Credit: Marketing Charts
The popularity of Connected TV(CTV)has increased drastically. However, it does not imply linear TV is dead. 51% of viewers think of streaming as an addition to watching traditional TV, not a replacement.
So Does YouTube’s timing of Brandcast mean the end of traditional TV? Perhaps it is simply asking everyone to stop treating linear and cable TV as completely separate entities. Consumers want both. Advertisers need to take this into account when planning media buying strategies.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
What does YouTube’s stance mean for the advertising industry?
YouTube has surpassed Netflix to become the second-largest CTV player in terms of time spent watching. There is no doubt that demand for CTV is growing at a rapid pace both from advertisers and consumers. Thus, ad tech vendors must not only bridge the gap between linear and CTV buying, but also develop innovative methods to measure, analyze, and deliver that supply.
YouTube had also been a mainstay of the IAB’s NewFronts for more than a decade. It recently announced that its Brandcast will take place during the same week as the TV Upfronts. This also sends a message to TV traditionalists that “We are here only and not going anywhere.” Perhaps, it also serves as a link between linear and connected TV(CTV), which allows advertisers to reach a larger portion of their target audience on TV.
Linear and CTV Ad Buying
CTV viewership is expected to rise in the coming years, but that doesn’t mean traditional television is doomed. Video consumption online will persist as viewers increasingly turn to big screens to accommodate changing needs. Indeed, viewers are expecting cross-platform experiences. Consider the recent Super Bowl.
Although traditional television ratings were high, they did not break any records. Many users chose to stream. NBC data shows 11.2 million people streamed this year’s game. Youtube revealed the most viewed Super Bowl campaign is from Amazon, with this Alexa ad that exceeded 68 million views.
In the future, ad dollars will need to be split between CTV and traditional TV. It’s all one simple TV screen to the consumer, whether the content is delivered via the internet or a cable box. Media buyers should treat it as one and the same thing to strategically reach these consumers, irrespective of the viewing platform. If YouTube (being one of the big CTV players) is finding ways to bridge the gap then certainly they should also take a leap of faith even if they face resistance from traditional TV advertisers.
Media buyers are often demanding interoperability across TV viewing environments and platforms. Connected TV (CTV) has traditionally been viewed as an “add-on” to traditional linear campaigns, but with increased interest in CTV, both platforms are now on a more equal footing. At the end of the day, brands and media buyers need to understand and adapt to the changes that are essential for success in the advertising industry.
Interesting Read: A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
NBCUniversal, In Latest Blow To Nielsen, Elevates iSpot To Ad Currency
NBCUniversal will offer iSpot’s data as official currency at its upfront in May. This expansion is part of the company’s relationship with ad-tracking firm iSpot.
Here is why it matters
In a blow to Nielsen, the longtime predominant ad currency, NBCUniversal will activate iSpot.tv’s cross-platform audiences as currency for national ad buys. Comscore will be the currency for local ad buys.
- In the face of the advertising industry’s transition from legacy systems that have struggled to adapt to streaming media, NBCU has been one of the most aggressive incumbent media conglomerates trying to revolutionize TV measurement and advertising.
- Kelly Abcarian, EVP of Measurement & Impact for NBCU, declared during the company’s “One22”- a tech-style advertising innovation summit,
We’re heading to Radio City, and this year’s upfront, ready to activate against iSpot’s cross-platform audience. Our long-awaited, multi-currency future has finally arrived. We’ve got the technology. We’ve got the data. And we’re ready to help today.
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Details
- Ad partners of NBCU can use the data from iSpot.tv as its currency to negotiate cross-platform ad buys. Additionally, it integrates with OpenAP’s OpenID for identifying linear and digital audiences. Axios quoted Stu Schwartzapfel, iSpot.tv’s senior vice president of media partnerships.
“NBCU’s integration of our data with partners such as OpenAP enable the industry to trade on specific audiences instead of broad demos, which paves the way for better, more impactful ad experiences and clearer return on ad spend for brands.”
- As with its media peers, NBCU has long complained that Nielsen ratings, the main currency between ad buyers and sellers, don’t accurately reflect viewership and damage their profits. Even though NBCU did not mention Nielsen by name, the company is still expected to be a part of the upfront season due to preexisting contracts.
- As part of its Certified Measurement Program, the company announced eight new certifications that will aid in audience measurement and verification. Comscore, DoubleVerify, IAS, Oracle Advertising, Innovid, Comcast’s Freewheel, and Innovid will join iSpot in its endeavor to create an interoperable currency ecosystem for capturing audience data, serving ads, verifying audiences, and cataloging ads.
- NBCU’s Ad Smart platform will also enable advertisers to target both streaming and traditional linear content with iSpot viewership data.
Interesting Read: Here, There, Everywhere, It Is Cross-Screen Advertising!
Taking a broader view:
- Since streaming has increased the need for digital measurements, companies have sought alternatives to Nielsen. Linda Yaccarino, NBCU’s chairman of global advertising and partnerships, said at the event,
Even as behavior changes, whether you’re talking mobile, social, or the metaverse — you still need great content and IP for consumers to care. And here’s the thing: all that great content now has real data to back it up. Thanks to identity and first-party data — we can finally stop talking about the panels of the past and start focusing on a full-funnel future.
Interesting Read: A Look Ahead: Convergence Of Linear TV And Digital TV Advertising
Adtech Company TripleLift Acquires 1PlusX For $150 Million
TripleLift, an ad-tech company focused on creative, media, and data acquires Swiss publisher data company 1plusX. The Switzerland-based first-party data platform helps companies use first-party data, which they have collected themselves—an increasingly important strategy amid tightening privacy regulations.
What does this acquisition mean to advertisers and publishers?
As reported by Adexchanger, the acquisition is meant to bolster TripleLift’s two-pronged focus on CTV and identity. It has sponsored content integration and identity solutions for programmatic advertising without the use of third-party cookies. TripleLift is familiar with cookieless solutions. Eric Berry, Co-Founder & CEO, TripleLift said in a statement,
“The combination of TripleLift and 1plusX means publishers and marketers will have a scaled, independent platform that is designed for the privacy-centric future.”
A better way to understand 1plusX, which solves the identity challenge, is to think of it as a revamped version of DMP designed to combat post-cookie advertising. The 1plusX technology is an AI-driven intelligence solution that connects directly into a publisher’s first-party site and app data, which can then be used to build lookalike audiences and match IDs. It provides user-based behavior insights, and publishers can activate them on relevant channels from the web to a connected TV. Since 1plusX is based in Europe, it adheres to a high standard of privacy protection.
Therefore, TripleLift publishers can access 1plusX’s best-in-class technology to leverage first-party data and TripleLift advertisers can apply that same data to targeting capabilities made for the privacy era. No third-party cookies are required.
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
Does the deal impacts SSPs or ad tech companies competing with TripleLift or vice versa?
Ari Lewine, Co-Founder and Chief Strategy Officer, TripleLift said that the acquisition would help both companies accelerate their product development and launch new products faster.
“We will grow 1plusX’s thriving business and create net-new products for both publishers and advertisers to leverage moving forward. Our ads will be enriched with first-party data. These new products are the scaled and privacy-friendly solutions our industry has been seeking.”
As quoted by Adexchanger, Lewine said that both companies are from the open programmatic ecosystem. In many instances, TripleLift, 1plusX, and other DMPs will work simultaneously with the same publisher.
It can be a costly affair for TripleLift to license 1plusX since it has hundreds of mid-tail or long-tail publishers in its network. The 1plusX client base is largely international media outlets, and it has worked with Fox, Le Figaro, and Axel Springer, which previously invested in the company.
Nevertheless, TripleLift will level the playing field by making 1plusX’s first-party data cleanroom product more affordable by increasing TripleLift’s features. The TripleLift platform could provide publishers with tools for creating seed audiences using 1plusX data, or provide modeled data when a third-party cookie is not available.
This space is growing and recently one of the 1plusX competitors, Carbon was acquired by Magnite. Paul Bannister, Co-Founder, and Chief Strategy Officer, CafeMedia expressed his thoughts and said,
“Publishers are already sitting on one of the largest potential goldmines of data to fill the cookie void: publisher first-party data, which includes contextual, registration and on-site behavioral data.”
“This acquisition signals to the industry that a much-needed investment in first-party solutions is finally here and it’s being jump-started by TripleLift with this acquisition.”
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Bloomberg Media Studios Unveils First Creative Hub In The UAE
Bloomberg Media Group announced the launch of “Bloomberg Media Studios” in the UAE. The media group is expanding its international presence to the Middle East and Africa with the creation of its first creative hub in Dubai. The studio is the brand content division and will be serving the clients in the region to reach Bloomberg’s influential audience through strategic brand storytelling. It collaborates with companies around the world in technology, tourism, finance, luxury, and more.
The newly formed studio will work closely with the Bloomberg Media commercial team in Dubai to develop integrated partnership opportunities and data-driven creative content. By doing so, they can scale production to meet the demand for personalized, purposeful, data-driven storytelling content. It is also part of Bloomberg’s ongoing media expansion in the region, which includes added localized platforms, content, and regional talent. Globally, studios revenue grew 50% Y-o-Y from 2020 to 2021. This comes after the studio doubled its client list in the Middle East and Africa region over the same period.
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Stephen Colvin, global commercial president of Bloomberg Media Group said,
“Our business in the Middle East has seen significant growth over the past two years, which has required us to expand the operations of Bloomberg Media Studios from London to Dubai.
The creation of a studio in Africa and the Middle East is an important addition to our other studios in New York, London, and Singapore and will allow us to successfully fulfill the demand for our unique data-driven and purpose-focused brand storytelling.”
Ashish Verma, Global Head of Bloomberg Media Studios stated,
“Bloomberg Media Studios is a strategic partner to clients that unlocks the power of the Bloomberg ecosystem. Our new studio in the UAE will be a place to enhance our collaborations with Africa and the Middle East’s most ambitious companies to deliver high-quality content that reaches a global, influential audience.”
Interesting Read: OSN Rebrands Its Streaming Service With OSN+
OSN Rebrands Its Streaming Service With OSN+
Prominent Dubai-based satellite pay-TV and streaming service Orbit Showtime Network (OSN) is launching OSN+, a new premium streaming service that replaces its streaming app. The app’s design overhauls the traditional iconic red OSN logo to take on a more youthful and colorful aesthetic. This app marks OSN’s full-fledged entry into the MENA region’s increasingly crowded SVOD landscape.
With this , OSN is very clearly reaching out to a younger, youthful demographic. In the MENA region, over half of the population is under the age of 25. MENA has a young market, and OSN+ is a leading provider of premium international entertainment. It is committed to offering the most compelling content of an SVOD service in the region through exclusive and longstanding partnerships with leading studios.
Exclusive International Partnerships
OSN renewed its long-term exclusive partnership with HBO in January and expanded its relationship with NBCU to include additional premium content from Peacock and Sky Studios. Furthermore, Endeavor Content and All3Media now offer premium content, complementing existing partnerships with Paramount, Warner Media, Sony, Discovery, MGM, and Lionsgate.
OSN recently lost the SVOD leverage it had through its exclusive arrangement with Disney. Disney Plus will launch this summer in the region and will no longer offer the SVOD component of that deal.
The OSN+ launch is headlined by the much-anticipated Paramount+ blockbuster series Halo. It will be available exclusively on OSN+ on the same day as its global premiere from March 25.
OSN’s Arabic Originals
In addition to international content, OSN+ will feature Arabic original content created locally by the region’s top creative talent. To start with, the first OSN+ Original series would be an Arabic adaptation of the smash-hit series Suits, which will premiere at the beginning of Ramadan. OSN+ is significantly investing in regional premium series and features, with more titles, set to be announced in the coming weeks.
The surge in streaming growth worldwide and in the region presents the company with a tremendous opportunity to expand beyond its leadership in premium TV.
And That’s What They Said
Sangeeta Desai, CEO of OSN Group, expressed her excitement and said,
“The OSN Group is on a mission to consistently deliver outstanding entertainment on every screen and OSN+ is the cornerstone of our new business proposition. Building on our rich legacy in world-class entertainment, OSN+ will lead the next phase of our journey to deliver the best of global and local content to our viewers anytime, anywhere at an accessible price point. “
Nick Forward, managing director OSN+, and the chief content officer is delighted to lead the launch and said,
“Drawing on my prior experience of building a leading regional streaming service, I see a fantastic opportunity to grow OSN+ into the leading SVOD offering in MENA, buoyed by a brilliant offering of world-beating content reflecting the best of global, locally curated for our audiences.”
OSN+ is available anytime, anywhere, and on any device. The service costs USD 9.50 per month. Know more here.
Interesting read: Connected TV Explained: The Essential Glossary Of CTV
Omnicom Integrates With NBCU’s Clean Room Facility
Omnicom Media Group (OMG) has become the first agency to integrate with NBCUniversal’s ‘(NBCU) propriety data clean room, the NBCU Audience Insights Hub. As a result of the hub, NBCU and its advertising clients can share proprietary data in a clean environment to create more effective, targeted campaigns.
Why This Integration Is Significant?
A significant aspect of OMG’s integration is that it is not only simply, one of the largest agencies with full-scale media operations, but it has also substantially invested in developing its own demand-side data operating platform. With Omni, OMG claims to have “more privacy-compliant datasets than any other competitive data offering.” NBCU’s first-party data and Omnicom’s Omni system will be accessible to OMG without exposing personally identifiable information. In addition, the OMG integration will allow clients and partners to conduct reach and frequency analysis using certified reach measurement models.
This announcement comes at a critical time as agencies, brands, and publishers prepare for the demise of third-party cookies by investing in first-party data solutions that can meet their marketing requirements in a new, more privacy-centric way.
Interesting Read: Clean Rooms Explained: How Marketers Can Prepare For Cookieless World
And That’s What They Said,
As quoted by The Drum, Ryan McConville, NBCUniversal’s executive vice president of advertising platforms and operations said,
We’re ushering in a new era of data interoperability with the Audience Insights Hub, and we’re excited about the opportunity it presents for OMG. The Audience Insights Hub enables OMG to utilize NBCU data to run their own measurement functions including campaign reach and frequency analysis for media measurement and planning. It’s win-win for both OMG and their clients.
Echoing the same sentiment, OMG Chief Investment Officer Geoffrey Calabrese said in a statement announcing the deal,
This agreement exponentially enhances the individual capabilities of two best-in-class, industry-leading data solutions which ultimately deliver industry-first cross-platform capabilities for our clients.
Interesting Read: 6 Data Privacy Trends To Look Out For In 2022!
