According to AdExchanger, Omnicom Media’s first-to-market multi-party clean room measurement capability marks a significant advance in cross-platform TV measurement by enabling advertisers to measure campaign reach, frequency and performance across multiple premium streaming platforms and linear broadcasters within a single clean room environment. The solution is now live with major streaming partners including Disney, NBCUniversal, Paramount, along with a broad range of additional VOD platforms and FAST channels, with more integrations expected in the coming months. Built on Omnicom’s Acxiom identity infrastructure, the capability allows marketers to understand how often individual creative assets are seen across publishers, reducing ad repetition while connecting exposure frequency directly to business outcomes.
The report notes that the capability is enabled through Omnicom’s long-standing collaboration with Snowflake, whose data collaboration technology provides the secure multi-party clean room environment where publishers, advertisers and Omnicom can analyze data without exposing underlying customer information. Acxiom worked with Snowflake to extend the clean room with new cross-platform frequency measurement capabilities, combining publisher-enabled Creative IDs, Acxiom’s Real ID identity infrastructure and VideoAmp’s measurement data to deliver a unified view of creative frequency and performance across streaming and linear TV. The result gives marketers actionable insights to optimize media investments, improve sequential storytelling and deliver a more relevant, less repetitive advertising experience for consumers.