Omnicom integrates Comscore’s e-Commerce, behavioural data
Omnicom and Comscore have signed an extended agreement in which Comscore will provide privacy-safe e-commerce and audience behavioural data to Omni, the marketing operating system that supports Omnicom’s global network of agencies.
Omni identifies and defines personalised consumer experiences at scale to enhance creative development, media planning/buying/optimisation and analytics capabilities for Omnicom clients.
Omnicom is the first agency holding company to have access to this Comscore data set. The data add specificity to Omni’s ability to provide a single view of the consumer that can be dynamically shared across all marketing practices, according to the announcement.
The data will be provided through Comscore’s Activation suite, designed to help advertisers reach specific demographics, behavioral audiences, and TV and OTT audiences in brand-safe, relevant contexts across desktop, mobile and now connected TV platforms.
CEO of Annalect, the Omnicom data and analytics division that developed and oversees Omni, Slavi Samardzija, stated that: The data give Omnicom “unprecedented visibility into the consumer journey and that translates to a singular degree of precision in targeting audiences and creating end-to-end consumer experiences.”
Omnicom Group Inc. is an American global media, marketing and corporate communications holding company, headquartered in New York City. Omnicom’s branded networks and specialty firms provide services in four disciplines: advertising, customer relationship management (CRM), public relations and specialty services. The services included in these disciplines are media planning and buying, digital and interactive marketing, sports and events marketing, field marketing and brand consultancy. Omnicom Group was ranked as one of the four largest advertising agencies in the world by The New York Times in 2002. In 2014, Omnicom was considered the second largest advertising holding company by The Wall Street Journal.
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