Omnicom continued to focus on advances and changes in search during CES this week, announcing a partnership with Amazon Ads and Omnicom’s Flywheel unit that enables access to five years of search data — a move Amazon is announcing today for its Amazon Marketing Cloud clean-room solution, and an expansion from the current 13 months of data.
The deal gives Omnicom Media Group and Flywheel first-to-market access in the U.S. to the expanded data, with the goal to extend it globally. Again, much of the flow of information will also run through Omnicom’s operating platform Omni, as it did with Omnicom’s announced search deal with Google yesterday.
Via a beta test, Flywheel customers are able to access five years of search history to see how consumers’ purchase habits and conversions have evolved or changed in that time, which allows brands to adjust their strategies accordingly.
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