Building on an initial partnership they announced back in January at CES, Omnicom Media Group and Albertsons Media Collective are escalating their relationship around investing in connected TV, Digiday has learned. It’s a continuation of a series of deals Omnicom and its units are unveiling this week at Cannes Lions to attempt to cement its position as a leading holding company active in commerce media.
This deal, which the companies announced this morning at Cannes Lions, centers around multi-party clean-room technology that allows for multiple data streams to be melded in order to power enhanced cross-channel video investment. It’s been enabled by new technology from clean-room provider Snowflake, and uses Omni, the holding company’s operating system, at the center of the flow of data that includes Albertsons’ first-party consumer purchase data, Videoamp CTV measurement data. Several video publishers are already using the multi-party clean room, including Paramount, Warner Bros. Discovery and NBC Universal.
With the addition of linear and mobile audience data, the partners conducted beta tests across two CPG categories (one that involves client PepsiCo) in Q2, which delivered significant increases in performance across channels with use of the data set.
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