• by Karlene Lukovitz  @KLmarketdaily, March 1, 2021

Omnicom and Comscore have signed an extended agreement in which Comscore will provide privacy-safe e-commerce and audience behavioral data to Omni, the marketing operating system that supports Omnicom's global network of agencies.

Omni identifies and defines personalized consumer experiences at scale to enhance creative development, media planning/buying/optimization and analytics capabilities for Omnicom clients. 

Omnicom is the first agency holding company to have access to this Comscore data set. The data add specificity to Omni's ability to provide a single view of the consumer that can be dynamically shared across all marketing practices, according to the announcement.

The data will be provided through Comscore's Activation suite, designed to help advertisers reach specific demographics, behavioral audiences, and TV and OTT audiences in brand-safe, relevant contexts across desktop, mobile and now connected TV platforms.

The data give Omnicom “unprecedented visibility into the consumer journey – and that translates to a singular degree of precision in targeting audiences and creating end-to-end consumer experiences," stated Slavi Samardzija, CEO of Annalect, the Omnicom data and analytics division that developed and oversees Omni.