The Drum: Omnicom looks to take on IPG data push with launch of Annalect-driven precision tool ‘Omni’

The Drum covers the launch of Annalect’s new operating system, Omni, and its unique capabilities in our competitive set.

Omnicom has decided to build its rival offering from the ground up, pairing Annalect, Omnicom Group’s data solutions agency with OPMG (Omnicom Precision Marketing Group) and claimed to ensure a strategy of ‘neutrality’ by not taking any ownership interest in data or tech partners.

The Omni platform has also been designed to integrate with marketing cloud providers, allowing clients to get the most from their first-party data and mar-tech investments.

The key feature being sold for this platform has been a people-based identity graph, what Omnicom said is built from data from Neustar, LiveRamp, Experian and other data vendors. That graph links consumer behaviors down to the second, and — a must in a post-GDPR world — joins those behaviors to data sets using a ‘methodology that respects regional regulatory and privacy practices.’

Those behaviors have also been mapped to a media inventory graph that delivers a reported ‘precise view of the quality, value and availability of inventory in the marketplace.

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