Omnicom Creates Multi-Party Clean Room with Albertsons Media Collective
Albertsons Companies' retail media arm and Omnicom Media Group (OMG), the media services division of Omnicom Group, are growing their partnership, first formed in January, that helps marketers better target and measure shoppers in connected TV environments.
In one of multiple announcements made by Omnicom at Cannes Lions International Festival of Creativity in June, the partners revealed in a joint presentation that they are leveraging multi-party clean-room technology to combine multiple data streams and enhance cross-channel video investment.
The multi-party clean room is powered by Snowflake, a cloud computing-based data warehousing company and clean room provider, as well as media measurement company VideoAmp, and is housed within Omni, OMG’s open operating system, to provide the holding company’s clients with a holistic view of their video investment (e.g., planning and attribution). VideoAmp’s part offers enhanced linear viewership data and methodology to project total video reach and frequency, according to a media release.
[Also Read: Roku Launches Clean Room for Advertisers, Agencies with Snowflake]
Data accessible via the Omni-integrated clean room includes near real-time first-party data from Albertsons’ roughly 30 million weekly shoppers and Videoamp measurement data as well as data from the NBCUniversal, Paramount and Warner Bros-Discovery linear and streaming channels.
The deal helps planners and investment teams across OMG media agencies OMD, PHD and Hearts & Science directly connect advertising campaigns to purchase data with more precision and ultimately deliver increased ROI and outcomes for clients, per the release.
"This partnership takes the Albertsons Media Collective mission — helping brands engage with our customers when it matters most — to a higher level of value, giving marketers the ability to connect their engagements across linear and streaming video channels to purchases made by our customers,” added Albertsons' Kristi Argyilan, senior vice president, retail media.
In addition to the attribution benefits powered by Snowflake, OMG noted in the release that the combined retailer and network data set should yield transactable metrics that will be available for the 2024 Upfronts.
According to Digiday, the partners conducted beta tests across two CPG categories (including one with client PepsiCo) in Q2, which delivered significant increases in performance across channels with use of the data set.
Media Partner Perspectives
"We're excited to build on NBCUniversal's significant investments and partnerships to enable industry-leading data clean room solutions, together with OMG, Snowflake and VideoAmp," John Lee, chief data officer, NBCUniversal, said in the release.
In March 2022, OMG became the first agency to integrate with the NBCU Audience Insights Hub, the company’s proprietary data clean room environment that unlocks data interoperability between NBCUniversal and its partners. The integration enabled OMG to run permissioned measurement queries across NBCUniversal’s first-party data and data sets from within Omni.
"The future of data collaboration is progressing rapidly with more first-party data activation and different identity frameworks receiving broader support," Travis Scoles, SVP, advanced advertising, Paramount, added. "Paramount is ready to meet the moment by pursuing a clean room strategy that is fully interoperable with the full ecosystem, and we're looking forward to collaborating with these partners to offer advertisers more flexibility, better efficacy and stronger performance for media buys."
"The TV industry has a key role to play when it comes to unlocking data interoperability in a privacy compliant manner to advance the efficiency and efficacy of cross-platform media planning," added Jim Keller, executive vice president, digital ad sales and advanced advertising, Warner Bros-Discovery.
