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.
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.
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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.
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