For marketers to improve their ROI and their ability to target and monitor the effectiveness of CTV ads, Omnicom Media Group and Albertsons Media Collective have teamed up to develop a marketing solution.
Omnicom Media Group and Albertsons Media Collective Partnership
With this partnership, you will be able to buy CTV ads directly from The Trade Desk DSP, OMG the media arm of (Omnicom Group Inc.) will be able to integrate audience data from Albertsons Media Collective the media service of (Albertsons Companies), including data from the nearly real-time transactions of more than 30 million weekly Albertsons shoppers.
The agreement, announced at CES in Las Vegas, fills in the gaps in audience data that have prevented brands from maximizing CTV on a larger scale up until now.
During an interview, Megan Pagliuca, CAO OF OMG said “Connected TV is the fastest growing advertising channel, but as OMG said when we published our CTV Standards Call-to Action in 2021, targeting and measurement deficits in the space are a significant barrier to investment. Combining Omni audiences with Albertson’s shopper data within the Trade Desk, our clients will be able to tailor CTV messaging and spend directly to Albertson’s shoppers and measure the impact of their media dollars where it matters most – at the cash register.“.