With Launch Of First Agency-Owned Global DMP, Omnicom Media Group Focuses On
Enhanced Insights And Effectiveness
Neustar's Aggregate Knowledge Selected as Media Intelligence Partner
NEW YORK, Nov. 14, 2013
NEW YORK, Nov.14, 2013 /PRNewswire/ --Omnicom Media Group, the media
services division of Omnicom Group Inc. (NYSE: OMC), today unveiled a
transformative Data Management Platform (DMP) with unprecedented campaign
performance reporting and audience targeting capabilities on a single global
Deployed by Omnicom Media Group's Annalect unit, the Annalect DMP is a neutral
platform (not connected to third party buying platforms) designed to optimize
results across all publishers and audiences, and to provide clients of OMD and
PHD media agencies with entirely unbiased audience buys. With the ability to
compare and analyze a vast array of variables across multiple data categories
to enable a more holistic view of customer insights and campaign performance,
the Annalect DMP will eliminate reach overlap, reduce CPMs and identify better
performing audiences for advertisers.
The new solution elevates Omnicom's current DMP housed within its Accuen
programmatic media arm, and is the industry's first agency-owned end-to-end
data management solution.
Aggregate Knowledge, a Neustar service, has been selected as the worldwide
media intelligence partner for the Annalect DMP. Recognized as the industry's
most robust and flexible data management platform, Aggregate Knowledge (AK) is
independent of any buying platform -- assuring that client data will not be
repurposed -- and offers the broadest range of publisher acceptance.
This agreement -- the first-ever single platform standardization by an agency
-- follows last week's acquisition of AK by Neustar.
Combining these best-in-class media intelligence and processing services with
the leading digital clients of Omnicom Media Group creates a new standard in
the application of audience analytics and programmatic buying, and it advances
the drive toward an actions-based advertising ecosystem. "Clients are
interested in how audience data is used to create new currencies and marketing
platforms. In addition to programmatic media activation, the data sets that
this initiative creates will be used for the creation of new planning tools,"
says Annalect CEO Scott Hagedorn.
"Our goal in investing in the Annalect DMP is simple: deliver strategic
advantage to Omnicom clients by providing an entirely new level of visibility,
audience precision, and optimization opportunities through a single global
platform," says Daryl Simm, Chairman and CEO of Omnicom Media Group. "In terms
of achieving marketing efficiencies, the Annalect DMP will be transformative,
and it exemplifies the future of media services."
Annalect is the marketing technology division of Omnicom Media Group,
specializing in Media Analytics, Business Intelligence, Tools and Dashboard
Systems, Econometric Modeling, Search Strategy and Digital Investment
Platforms. Omnicom Media Group (OMG) is the media services division of Omnicom
Group Inc. (NYSE: OMC).In addition to Annalect, Omnicom Media Group also
includes the full service media agencies OMD and PHD, and a number of
specialty media companies.
Neustar, Inc. (NYSE: NSR) is a trusted, neutral provider of real-time
information and analysis to the communications services, financial services,
retail, and media and advertising sectors. Neustar applies its advanced,
secure technologies to help its clients promote and protect their businesses.
Aggregate Knowledge, a Neustar service, combines both media and audience data
to allow advertisers and agencies to reach the highest performing customers in
a single media intelligence platform. More information is available
SOURCE Omnicom Media Group
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