Annalect supports all Omnicom agencies including Hearts & Science, PHD and OMD.

The deal will mean Omnicom Media Group clients have access to CPG purchase datasets combined with Annalect’s data, giving personalised insights, planning and measurement.

Annalect will have access to multiple datasets, such as point-of-sale and consumer panel data, in addition to IRI’s de-identified Verified Audiences data from 350 million national loyalty cards from leading retailers.

Omnicom Media Group clients also will have access to IRI Lift^™, a media performance tool that integrates point-of-sale, frequent shopper, causal and media exposure data, allowing Annalect to measure in-store sales lift impact of ad campaigns.

Joe Raaen, director of global strategic partnerships for Annalect, said: “We are combining our capabilities to create a unique new solution that features the depth and breadth of IRI’s consumer purchase data and Omnicom Media Group’s people-based identity solution.”