Omnicom launches marketing and insights platform

Omnicom Media Group (OMG) has launched a marketing and insights platform called Omni.

With similar functionalities to other platforms like Adobe Marketing Cloud, Salesforce Marketing Cloud and Oracle Marketing Cloud, Omni brings creative, media and CRM functions together on one dashboard to create personalized experiences for target segments.

Omni was developed and hosted by Annalect, OMG's data and marketing sciences group, and is designed to integrate with marketing cloud providers, thereby allowing clients to get the most from their first-party data and martech investments.

“Until now, the idea of mass personalization was more of an aspiration than a reality," said Jonathan Nelson, CEO of Omnicom Digital. "Omni changes that. This is precision marketing at scale and in action. And the new platform can be leveraged by all Omnicom clients across multiple disciplines.”

The broad roll-out of Omni comes after several months of implementing the platform to select creative, media and CRM business engagements. Deployment of Omni will continue across Omnicom’s leading agencies in the coming months.

From a capabilities standpoint, Omni shares similarities with UniDesk, the programmatic and e-commerce platform co-created by Alibaba Group and Publicis Groupe. Both are linked to a database of connected consumers, with Omni relying on LiveRamp, Experian and Neustar, among others, while UniDesk relies on Taobao Ad Network and Exchange (TANX), the data management platform (DMP) of Alibaba.

The ownership of marketing technology platforms is part of a larger industry trend around data ownership and simplifying data integrations, enabling agencies to lock in advertisers to their internal DMPs. IPG Mediabrands undertook a similar investment by acquiring Acxiom Marketing Solutions last week.