Omnicom Media Group Announces First-to-Market Commerce Audience Collaboration with Criteo and Clean Room Provider InfoSum
Omnicom Media Group, the media services division of Omnicom Group Inc. announced a partnership with Criteo, the global commercial communications company with the world’s largest set of commercial signals, which will take commercial media to the next level by enabling highly accurate, targeted spend in real time across all commerce channels and devices and at any point in the purchasing process.
This partnership marks the first time that an agency holding company has access to high-value signals and performance insights of Criteo’s Trade Grid – Supply-side Platform (SSP). ) is the industry’s first purpose-built for commerce – to enable through alternative procurement platforms.
Together with cleanroom provider InfoSum, OMG and Criteo will combine audience data from Omni, Omnicom’s open source operating system, and 1P customer data with Criteo’s insights into the purchase intent of more than 750 million daily active users – while respecting privacy – to achieve the desired commercial audience with unparalleled accuracy and efficiency. OMG will then combine the desired commerce segments with OMG-managed premium inventory from 1,500+ publishers integrated directly into the Commerce Grid for activation in the request-side platform ( DSP) that streamlines overall campaign management, reporting, and optimization.
By leveraging Criteo and Omni’s combined technology and data assets, OMG Invest & Enable brands will be able to find and engage audiences based on data, shopping habits and preferences over time real-time, in a premium environment across all channels and devices, all the time. in the purchasing process, resulting in higher engagement and conversion rates for Omnicom customers.
“Simply stated, this partnership enables us to reach consumers in the places they shop, and see who’s who’s buying what and where they’re buying it, ”
“adding another unique capability to our portfolio of first mover connected commerce partnerships that are delivering competitive advantage for our clients. ”
OMG Chief Activation Officer Megan Pagliuca.
“This partnership demonstrates Criteo’s value in driving superior commerce outcomes for advertisers, and the company’s commitment to giving agency partners like OMG greater flexibility in how they can activate Criteo’s unique Commerce Audiences, coupled with premium supply, through their preferred demand platforms.”
Criteo Global Chief Revenue Officer Brian Gleason.
According to Forbes, by 2023, the e-commerce industry is expected to generate $6.3 trillion globally. To put that into perspective, if online sales were a country, that country would have the third highest GDP in the world, behind only China and the United States. The current growth forecast for 2023 is 10.4%.
Impeding marketers’ ability to drive engagement and conversions in an e-commerce environment:
The medium of commerce on the open internet is fragmented, with demand-side platforms (DSPs), supply-side platforms (SSPs) and retail SSPs all operating separately. As privacy regulations continue to evolve and the discontinuation of third-party cookies emerges, marketers and vehicle owners will look for more affordable solutions to manage, expand scale and enable first-party data and addressable objects.
“The meteoric rise of retail media is inextricably linked to the rapid adoption of data clean room,”
“By leveraging these data collaboration technologies, for the first time, multiple companies can collaborate using first- and second-party data to deliver powerful retail media experiences while fully protecting the privacy of consumers and safeguarding the security of their data.”
Brian Lesser, Chairman and CEO of Infosum.
