Megan Pagliuca, Chief Product Officer at Omnicom Media, told Beet.TV that the partnerships unveiled at Cannes reflect the company’s strategy to improve the streaming advertising experience through creative personalization powered by data collaboration.
She highlighted Omnicom Media’s first co-development project with Netflix, which uses Acxiom audiences matched within Netflix’s clean room to personalize creative based on viewers’ favorite shows and movies, alongside new collaborations with Disney, Paramount and NBCUniversal that tailor creative to live sports, entertainment, binge-viewing moments and scene-level content signals.
Pagliuca also emphasized the role of Acxiom’s multi-party clean room infrastructure in enabling cross-publisher measurement and creative optimization, giving marketers unprecedented visibility into how specific creative executions perform across audiences, frequency levels and business outcomes while helping brands deliver more relevant advertising experiences across connected TV.
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Omnicom Media, an Omnicom (NYSE: OMC) Connected Capability, is the world’s largest global media management network. Powered by the Omni Intelligence Platform, Omnicom Media agencies leverage $75.6 billion in billings, 40,000+ specialists across 70+ markets, and the industry’s most powerful portfolio identity, commerce, and intelligence assets to design dynamic Growth Ecosystems that enable the world’s most ambitious businesses to grow faster and smarter. The Omnicom Media portfolio includes global media agency brands OMD, Initiative, PHD, UM, Hearts & Science, and Mediahub; core Omnicom Integrated Media offerings Acxiom, the world’s premier identity solution, and the Flywheel digital commerce practice; and specialty services across the cloud consulting, creator, financial, healthcare, and sports & entertainment categories. For more information visit omnicommedia.com