Everyone’s following the news about the recent partnership between Twitter and Omnicom Media Group that will merge their mobile ad forces. The $230 million deal will link Omnicom’s Accuen programmatic buying platform with Twitter’s MoPub exchange over the next two years. The Wall Street Journal reported on this digital deal that will mark a major change in the mobile ad exchange process.
While Twitter has made similar deals with other holding companies in the last couple of years, this is the social media network’s first holding-company alliance that focuses on the mobile ad exchange and the tech side of how ads will be delivered.
This alliance appears to be a win-win situation for both businesses. Omnicom agencies will lock in ad rates and inventory access for its digital clients, as well as get an exclusive preview of new ad units and opportunities that Twitter is taking on. And Twitter will now be assured that high-quality advertisers will come through the exchange.
There may also be another change to the exchange as Twitter has hinted about eventually opening up the network to programmatic buys on the site itself. With this new ad alliance, it is possible that Omnicom will be the agency group that begins the buying and soon leads others to follow.
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Written by Michael Del Gigante