• by Steve McClellan  @mp_mcclellan, November 15, 2013

Omnicom Media Group has unveiled a new Data Management Platform (DMP) with campaign performance reporting and audience targeting capabilities on a single global platform.  

Deployed by Omnicom Media Group’s Annalect unit, the new platform is not connected to third-party buying platforms and is designed to optimize results across all publishers and audiences, and to provide clients of OMD and PHD media agencies with unbiased audience buys, OMG said. 

OMG claims the new platform will “eliminate reach overlap, reduce CPMs and identify better performing audiences for advertisers.” 

Analytics and attribution provider Aggregate Knowledge, now part of Neustar, has been selected as the worldwide “media intelligence partner” for the Annalect DMP. 

“Clients are interested in how audience data is used to create new currencies and marketing platforms,” said Annalect CEO Scott Hagedorn. “In addition to programmatic media activation, the data sets that this initiative creates will be used for the creation of new planning tools.”

“Our goal in investing in the Annalect DMP is simple: deliver strategic advantage to Omnicom clients by providing an entirely new level of visibility, audience precision, and optimization opportunities through a single global platform,” said Daryl Simm, chairman and CEO of Omnicom Media Group. “In terms of achieving marketing efficiencies, the Annalect DMP will be transformative, and it exemplifies the future of media services."