Omnicom partners with Amazon and Meta to build on live content and live shopping
Both partnerships will be instrumental in helping the holding company build out its influencer discovery agent
Omnicom this week is in the midst of announcing several of what it says are first-mover partnerships with major platforms, having just unveiled ones with Disney and Walmart yesterday. The mission is to build expertise around and access to live content, shopping and conversation.
Today’s partnerships, Digiday has learned, are with Amazon and Meta, according to Omnicom executives. Both will be instrumental in helping the holding company build out its influencer discovery agent — a database of insights on the influencers and creators with the most powerful impact on consumer engagement and purchasing.
The arrangement with Amazon involves two elements that are ultimately tied together in terms of their impact on measurement. With the first, around Amazon’s coverage of Thursday Night Football, Omnicom’s goal is to access audience data that goes further back in order to gain deeper insights into the viewer in a live environment. As part of the proof-of-concept, Amazon extended the look-back window on audiences who viewed ads shown during 2023 and 2024 Thursday Night Football seasons.
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