Omnicom continued to roll out partnerships with several major platforms and players in the digital marketing ecosystem during Cannes Lions. Today it’s announcing what it calls a first-of-its-kind partnership with The Trade Desk to co-develop custom investment solutions for Omnicom clients on the major DSP platform.
The partners have developed a solution that melds The Trade Desk’s TV data (especially streaming) and Flywheel’s commerce data through Omni, Omnicom’s operating system supporting all Omnicom agencies, to optimize planning and reduce redundancies.
Digiday has learned that Omnicom Media Group already put the solution to use in planning this year’s expected upfront video expenditures for 40 clients, said Megan Pagliuca, Omnicom Media Group’s chief activation officer. It’s all in an effort to break through the cluttered mess that a lot of CTV investment still remains — and connect investments to outcomes. The Trade Desk alone offers 3 trillion streaming impressions per month, according to Omnicom.
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