Omnicom will expand its collaboration with Microsoft to include native access to Microsoft Advertising solutions and inventory within Omni, its marketing orchestration platform. During Cannes 2023, Omnicom announced the deployment of Microsoft Azure AI Services to power Omni Assist, Omnicom’s inaugural Generative AI capability. The expanded, first-mover collaboration will give Omni’s 50,000 users access to valuable audiences across the Microsoft Advertising Network and enable them to meet both brand and performance objectives more seamlessly. The integration will ultimately leverage Microsoft’s generative AI solutions to support insights, efficiency and performance within the Omni platform.
“This ads and data collaboration is a natural progression of our work with Microsoft — a relationship that is built on our shared commitment to empowerment and privacy,” noted Annalect’s CEO, Slavi Samardzija. “As 2024 gets underway, advertisers will be able to seamlessly activate Microsoft Advertising’s In-market Audiences, utilize Customer Match to unlock the value of their first party data and generate incremental insights by adding new data signals to Omni’s audience orchestration approach.”
This next phase of the collaboration will provide access to Microsoft-exclusive CTV inventory, Microsoft Start experiences and gaming offerings — all of which will be available within Omni. Client and agency teams will be able to more easily discover, plan, and activate Microsoft media inventory within a unified end-to-end workflow, powered by Omni Assist and Generative AI.
Corporate Vice President of Microsoft Advertising, Kya Sainsbury-Carter, noted: “We are thrilled to collaborate with Omnicom to make it easier for media planners and brands around the globe to natively access the breadth of Microsoft Advertising’s diverse and exclusive inventory, which cuts across the most unique set of surface areas and audiences in the industry. We look forward to getting our solutions in the hands of more organizations so that we can deliver on our mission of empowering others.”
Future phases of the Omnicom collaboration with Microsoft will include adding new audience insights to Omni’s audience orchestration approach to generate incremental value and new measurement solutions will be built atop clean room technology, leveraging Omni’s privacy-first approach.