Omnicom Media Group First Agency To Use TelevisaUnivision Identity Graph

TelevisaUnivision says Omnicom Media Group (OMG) will be the first agency partner to use the media company’s Hispanic household data graph for its brands.

The identify graph will expand reach and target key parts U.S. Hispanic population. TelevisaUnivision’s proprietary data graph will integrate with OMG’s identity solution, Omni ID, via privacy-projected clean room technology.

“By integrating TelevisaUnivision’s data graph into Omni ID, we’re confident that OMG’s vast roster of clients will be able to engage U.S. Hispanics in a more effective way that will drive meaningful business results and ROI," says Dan Aversano, senior vice president of data, analytics and advanced advertising at TelevisaUnivision, in a release.

TelevisaUnivision launched what it claims is the industry’s first-ever Hispanic household data graph in May 2022 to help “solve for the inequities that cause U.S. Hispanics to be vastly underrepresented in data sets. The identity graph covers nearly 100% of the U.S. Hispanic households.

A growing number of legacy TV-media companies also are promoting their identity graph efforts -- all to offer deeper analytics for their brand advertising partners looking to pursue more granular specific business outcomes.



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