United States – Omnicom Media Group (OMG) will be the first agency to integrate with NBCUniversal’s Audience Insights Hub, the company’s data cleanroom environment.
By integrating with the hub, OMG will be able to run authoritative measurement queries on NBCUniversal’s proprietary data and datasets from Omni, Omnicom’s open marketing operating system, without exposing any information. personally identifiable underlying.
The collaboration will allow OMG to integrate certified reach measurement models, which will enable its customers and partners to conduct their own reach and frequency analysis for more effective media planning and measurement.
“This partnership will give OMG and its client the ability to leverage the power of our combined data assets to better measure their campaigns,” said Michael Alvarez, senior vice president of agency partnerships at NBCUniversal. “We’re ushering in a new era of data interoperability with Audience Insights Hub and we’re excited about the opportunity it represents for OMG.”
Geoffrey Calabrese, Chief Investment Officer at Omnicom Media Group, added, “This agreement exponentially enhances the individual capabilities of two industry-leading, cutting-edge data solutions that ultimately deliver industry-leading cross-platform capabilities to our customers.”