At Cannes Lions 2024, Omnicom announced a groundbreaking partnership with Amazon Ads to integrate Amazon's proprietary browsing, shopping, and streaming insights into Omnicom Media Group's planning and investment strategies. By connecting linear and CTV investment data with purchases made on Amazon, this collaboration aims to enhance the efficiency and effectiveness of marketing campaigns.
Leveraging Omnicom's acquisition of Flywheel, the partnership enables a seamless connection between viewership data and sales metrics, offering a comprehensive understanding of consumer behavior. Clorox Co. is already benefiting from this new approach, which promises to optimize sales return on investment and secure fair value for TV ads.
Source: Digiday
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