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[-]  12-07-18 23:48

Business Insider
Omnicom's betting on building its own data expertise even as its rivals spend billions on data providers: 'It de-risks our business'
Ad agencies are under pressure to differentiate their services with more data-based offerings that dig into analytics and consumer insight.
Omnicom unveiled Omni, a central tool available to all of its agencies that pulls in third-party data from companies like Salesforce, LiveRamp and The Trade Desk.
The move comes a week after Interpublic Group acquired Acxiom Marketing Services for $2.3 billion, showing how the battle for data is heating up among ad holding companies.

The battle for adverti...

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