Omnicom wraps Cannes deals with Criteo and InfoSum data partnership
June 22, 2023 • 3 min read • By Michael Bürgi
Ivy Liu
Unique off announcing a sales-facet platform known as Commerce Grid together a week in the past, Omnicom Media Neighborhood and commerce media company Criteo are participating on an data and orderly-room partnership enabled by InfoSum, Digiday has learned.
OMG and Criteo, using InfoSum’s orderly-room tech, will match viewers data from Omni (Omnicom’s open supply working system) and first-birthday celebration data from customers with Criteo’s purchasing intent insights generated from some 750 million day-to-day stuffed with life customers to raise out most precision and effectivity — desirous in regards to the length of the boundaries of privacy safety.
Each and each parties dispute it’s the principle time an agency holding company will enjoy entry to the indicators and performance insights in Commerce Grid, for activation thru replacement shopping platforms. OMG shall be ready to package deal commerce segments with its curated top class stock from Commerce Grid’s more than 1,500 straight away built-in publishers for activation in OMG’s most celebrated question-facet platforms, which then empowers streamlined campaign administration, reporting and optimization.
“InfoSum acts as a orderly room in dispute to enable for that connectivity between us and OMG, and enable Omnicom’s producers outlandish entry using Omni – nonetheless then marrying that to Criteo indicators in the correct manner, in most cases round commerce,” said Brian Gleason, world CRO at Criteo. “It hasn’t been achieved in this capability at this scale ever earlier than, which I mediate is necessary.”
Megan Pagliuca, OMG’s chief activation officer, who’s been centrally desirous about all of OMG and parent Omnicom’s commerce-linked announcements at Cannes this week, said OMG had been purchasing for tips on how to join with Criteo for a whereas, and closing week’s partnership on Commerce Grid became as soon as a stepping stone to this orderly-room replacement. “We wished to determine out the put lets yell client first-birthday celebration data and mannequin it,” said Pagliuca. “We now enjoy got the flexibleness to entry it thru any DSP. And there’s a signal resilience ingredient of having that data on the SSP facet, which is foremost to boot.”
“The meteoric upward thrust of retail media is inextricably linked to the short adoption of data orderly rooms,” added Brian Lesser, chairman and CEO of InfoSum. “By leveraging these data collaboration technologies, for the principle time, a few corporations can collaborate using first- and 2nd-birthday celebration data to yell noteworthy retail media experiences whereas fully preserving the privacy of customers and safeguarding the safety of their data.”
Jay Pattisall, vp and foremost analyst at Forrester, credited Omnicom, the parent company, with making right strides in commerce media.
“Omnicom’s Criteo announcement is no longer no longer just like the Amazon or Walmart orderly-room deals Omnicom established in 2022,” said Pattisall. “The coolest thing about Criteo for OMG is more staunch commerce media activation and size … Whilst you gaze at the entirety of those partnerships, it appears that thru Omni, Omnicom is linking its media and ingenious/ announce commercial thru Omni and a series of key partnerships.”
Certainly, both corporations are trying to
At Cannes Lions this week, Omnicom announced separate deals struck with Uber to entry its treasured rider data to boot as the principle multi-birthday celebration orderly room with Snowflake using Albertsons Media Collective data melded with foremost video publishers’ viewership data to generate more efficient insights on commercial outcomes.
The corporate also unveiled its interior orchestration solution, known as Omni Commerce, that comprises the total commerce linked indicators coming into Omnicom.
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