At the Cannes Lions International Festival of Creativity, Omnicom continued announcing alliances with prominent digital marketing platforms and industry participants. It declared that it has partnered with The Trade Desk in a first-of-its-kind effort to jointly create unique investment solutions for Omnicom clients on the main DSP platform.
According to Digiday, the partners have created a system that integrates Flywheel’s commerce data with The Trade Desk’s TV data—particularly streaming—through Omni, Omnicom’s operating system, which supports all Omnicom agencies and helps to streamline planning and cut down on duplication. Additionally, Megan Pagliuca, Chief Activation Officer at Omnicom Media Group, stated that the solution has already been used to plan this year’s anticipated upfront video expenditures for 40 clients. All of this is done to connect investments to results and clear up the disorganized mess that many CTV investments still contain. According to Omnicom, The Trade Desk alone provides 3 trillion streaming impressions monthly.
For its part, TTD anticipates that the work it undertakes will only serve to boost the amount of money flowing into digital audio, OOH, and CTV. Pagliuca claims that another outcome of the collaboration and the data exchanged between the two businesses is Omnicom’s creation of “steep” inclusion and exclusion lists that include supply path optimization in addition to IRLs to either buy into or avoid.
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Pagliuca, who added that audio and out-of-home will be optimized this way in the future, said,
“We have engineers working on their side, and on our side within Annalect [the unit that operates Omni] to create bespoke solutions for our clients. One of these is around video planning, which was used this year in how we approached the upfronts. We’re optimizing The Trade Desk [data], we bring in Flywheel commerce cloud signals, then can optimize based on sales. That’s a big deal in terms of how The Trade Desk has changed their engagement to create bespoke solutions.”
Jed Dederick, TTD’s chief revenue officer said,
“When our clients are using good data for CTV forecasting, they’re seeing how their customers and how their advertisers’ customers are really consuming streamed content, which is growing more and more. It’s only been natural to help advertisers follow the consumption behaviors of their customers, who are certainly engaging with more and more streamed content over time. As every aspect of the advertising industry becomes more data-driven, the tools we’re co-building with Omnicom will unlock value through greater efficiency and precision before campaigns even run.”
Lee Walsh, global head of media at client Uber stated,
“We are excited about the developing partnership between The Trade Desk and OMG. As the video media landscape has become more fragmented, we are confident that being able to better manage planning, buying and frequency across a range of publishing partners will deliver tangible benefits to our business.”
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