NEWS4 March 2021

Comscore agrees Omnicom data deal

Data analytics New business News North America Privacy

US – Media measurement and analytics company Comscore has finalised a consumer data sharing agreement with advertising group Omnicom. 

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The deal struck between Comscore and Omnicom, whose subsidiaries include global ad agencies BBDO and TBWA Worldwide and media agency OMD Media, will provide access to e-commerce and behavioural data gathered by Comscore. 

The data will be privacy secured and will be integrated into Omnicom’s cross-agency marketing operating system ‘Omni’ and used in mobile, desktop, television and connected television (CTV) campaigns. 

The agreement is intended to enhance the accuracy of Omnicom’s adverts by enabling them to target specific demographic and behavioural audiences. 

John Bulgrin, senior vice-president at Comscore, said: “Integrating Comscore behavioural data into the Omni operating system will deliver more actionable insights that will improve outcomes for Omnicom's clients.”

Slavi Samardzija, chief executive officer of Annalect, Omnicom’s data and analytics division, said the agreement would help with “targeting audiences and creating end-to-end consumer experiences”.