By integrating with the Audience Insights Hub, Omnicom Media Group will be able to run permissioned measurement queries across NBCUniversal’s first-party data and data sets from within Omni — Omnicom’s open marketing operating system — without exposing any underlying personally identifiable information.
AT&T and State Farm are the latest big advertisers to experiment with new ways of figuring out just who is watching TV – and the commercials that support it. The two marketers are among those who are taking part in an alliance between Discovery and Omnicom Media Group. Under the pact, a handful of Omnicom clients, including the telecom and insurance giants, will test new ways of tabulating linear TV audiences using Comscore and VideoAmp, and examine recent viewership data.
Omnicom Media Group has announced that it has committed to spending $20 million to advertise in podcasts distributed by Spotify Technology between now and the end of this year. The deal is the largest strategic podcast advertising partnership of its kind to date, according to the companies.
Fox is the latest TV network to join Project OAR, the TV consortium designed to standardize addressable TV buying. The group also announced the formation of an agency advisory committee that includes Publicis Media, Omnicom Media Group, GroupM, IPG’s Magna Global, Dentsu Aegis, Havas and Horizon Media.
Ad-buying companies including Omnicom Media Group, Publicis Media and Magna Global tap the independent measurement firm to help them make sure ads don’t appear alongside objectionable YouTube video content.