Omnicom to Integrate Comscore Data

Comscore has expanded its data agreement with marcoms giant Omnicom Group, to provide privacy-safe e-commerce and audience behavioral data for its Omni media planning and personalization platform.

Omnicom is the first holding company to have access to the data set, which will help it provide a much more detailed 'single view of the consumer', to be shared across all marketing practices for ad targeting and personalization purposes. Comscore says the deal 'represents the next evolution of its Activation suite', which helps advertisers reach specific demographics, behavioral audiences, and TV and OTT audiences in brand-safe contexts across platforms from desktop and mobile to CTV.

Slavi Samardzija (pictured), CEO of Annalect, the Omnicom data and analytics division that developed and oversees Omni, says the integration gives his firm 'unprecedented visibility into the consumer journey, [which] translates to a singular degree of precision in targeting audiences and creating end-to-end consumer experiences'. Comscore SVP John Bulgrin says his company 'remains committed to providing audience measurement solutions that are focused on privacy, accuracy and scale - across all screens'.

Web sites: www.comscore.com and www.annalect.com .