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AdExchanger: Annalect Goes for the “Golden Nugget”

By Ryan Joe

A change is on the horizon for Annalect, Omnicom’s analytics and marketing technology arm. Omnicom agencies – both its media traders and its creative firms – use Annalect when they need data-driven expertise for their clients’ campaigns.

As such, Annalect has a wealth of data scientists and technologists, 250 relationships with third-party data sources and a host of technologies including the Neustar-Aggregate Knowledge DMP. Annalect also houses the trading desk Accuen as well as search and social agency Resolution Media.

But the data world is transforming, and Annalect – in order to transform with it – is in the midst of integrating its disparate tools so it can adapt to changing client needs at scale.

“We’re going more toward a platform solution,” said Annalect’s new CTO, Charles Butler, who started in late September.

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