According to a report in the Financial Times yesterday, the firm hopes the move will help it make better use of its clients’ media spending. Omnicom also struck a similar deal last year with Google.

Omnicom’s chief executive John Wren is quoted as saying that, instead of the company buying data itself, “it’s far wiser for us to come up with sensible collaborative arrangements where we share points of mutual interest”.

The firm hopes that having access to information from four different online media owners will allow it to be more consistent in its targeting.