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Digiday: Omnicom and Amazon Ads partner to connect audience data to browsing and shopping insights

Earlier today, Omnicom announced a strategic partnership with Amazon around its Amazon Ads service — to connect audience data with browsing and shopping insights.

Annalect’s Chief Experience Officer, Clarissa Season, noted:

“We‘ve created an ecosystem that allows us to connect viewership data to audience data to the Amazon sales data, with the addition of Flywheel,” said Clarissa Season, chief experience officer at Omnicom’s Annalect, which helps power Omni. “We’re really able to say this is what they’re watching across a variety of different platforms. Here’s the consumer we want to go after, here’s what they’re watching. And then, what did they buy as a result of being exposed to that ad? It really is kind of full funnel.”

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