In an effort to simplify cross device targeting - the ability to serve targeted advertising to consumers across multiple digital devices - Omnicom Media Group today announced a leap forward in its Atlas partnership in bringing audience-first programmatic capabilities to Asia Pacific.
Effective targeting across devices is an ongoing challenge as consumers use multiple devices to access information. IDs in mobile and cookies on PCs use different currencies for measurement purposes. Under the partnership, both sides will jointly develop integrations that will enable Omnicom Media Group clients to utilize people-based targeting capabilities in a more automated way.
“Clients have faced silos of success in digital media for years without being able to solve issues in cross-platform or cross-device harmony. We will be the first to make that dream a reality for our clients within Asia Pacific with Atlas,” said Lee Smith, President Annalect Asia Pacific.
“In a market where third party data is lean, we aim to leapfrog months of development in the cookie-driven audience space and get down to business with a profile-specific approach.
Bridging devices and behaviours (and online to offline) without relying on cookies, will super-charge our ability to capitalise on a powerful ‘people platform’ approach. This is likely the biggest audience marketing innovation in ten years,” Smith added.
Cheuk Chiang, CEO, Omnicom Media Group Asia Pacific added “This is truly ground breaking for the region. The ability to more effectively target and reach consumers cross device is hugely powerful. Clients will enjoy immediate benefits from better targeting, cross device reach, frequency management as well as deeper demography insights across channels.”
Ben Buxton, APAC Agency Development Lead, Facebook commented “Agencies are trusted advisors to their clients, so aligning and partnering with them is an obvious path forward for Atlas. Activating Atlas’ partnership with Omnicom Media Group gives the ability to scale the solution much more quickly to help marketers achieve success with people-based and cross-device marketing.view more - Hires, Wins & Business