Omnicom and Amazon Ads partner to connect audience data to browsing and shopping insights

Omnicom will announce today during Cannes Lions a strategic partnership with Amazon around its Amazon Ads service, Digiday has learned. It’s all part of the holding company’s multi-pronged Cannes approach to strike partnerships and deals with major ad-tech and platform players as it works to adjust its investment efforts for clients to the changing needs and actions of consumers. 

The partnership with Amazon Ads, which the holding company described as first-of-its-kind, enables Omnicom’s planning and investment teams in Omnicom Media Group to access Amazon’s proprietary browsing, shopping and streaming insights to directly tie linear and CTV investment to purchases made on Amazon.

Omnicom and Amazon conducted two beta tests, one through an Amazon Publisher Cloud deal with a major TV network, which both companies declined to identify, and a second around an Amazon Prime Video campaign. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.