Omnicom Inks Major Deals for Retail Data

Marcoms giant Omnicom has announced an expansion of its partnership with corporate comms group Criteo to encompass digital shelf and other retail data; and a new deal between its OMG media services division and customer data science pioneer dunnhumby.

With the dunnhumby partnership, teams from OMG (Omnicom Media Group) will now have access to advanced options on the Tesco Media & Insight Platform, helping clients optimise their retail media investments. The Platform aggregates insights from over 20 million Clubcard members for the UK retail leader and is accessed via dunnhumby's Sphere data driven self-service platform. OMG staff can plan, activate and measure retail media campaigns with Tesco directly on the platform - both on the retailer's web site and in-store, and with other publishers including ITVX and Meta.

The firms say that alongside deeper understanding of Tesco shoppers, a key benefit will be robust evaluation, supporting OMG best practice initiatives such as the Council for Accountability and Standards in Advertising (CASA) which advocates quality, safety and transparency in media investment and measurement.


Meanwhile Omnicom and Criteo will expand their recently announced commerce data partnership to encompass digital shelf data and insights from Criteo's widespread retailer network. 'Commerce Insights' gives advertisers visibility into sales rank, attributed sales and other metrics to aid decision-making throughout the commerce media lifecycle, from planning to campaign execution and optimization.

Criteo's investment in commercial insights stems from its strategic acquisition of intelligence provider Gradient in 2021. Chief Revenue Officer Brian Gleason (pictured) says, 'With this partnership, our insights technology will empower Omnicom's clients to better understand the impact of their advertising by gaining unprecedented visibility into their share of shelf, their share of category and more product-level insights than ever before. As we head into the busy back-to-school and holiday season, advertisers are looking to prove the value of their investments and media budget, and Criteo is giving them the tools needed to succeed in the ever-complex retail media ecosystem'.

Web sites: www.criteo.com , www.omnicomgroup.com and www.dunnhumby,com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.