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
14 Nov, 2013, 04:40 ET
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 platform.
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 at www.neustar.biz.
SOURCE Omnicom Media Group
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