Omnicom (OMC), after unveiling partnerships with Disney (DIS) and Walmart (WMT) on Monday, has reached additional deals with Amazon (AMZN) and Meta (META) to build on live content and live shopping, Digiday’s Michael Burgi reports. Regarding its partnership with Amazon, Megan Pagliuca, chief product officer for Omnicom Media Group North America, said “Live sports and live television was historically measured on things like GRPs, and we didn’t have the measurability that we have now. So not only can we look at reach and frequency of holistic video, inclusive of Thursday night football, but now we could also look beyond reach, beyond frequency, to beyond sales to customer value.” Omnicom’s partnership with Meta delves into the world of influencers by tapping into Facebook’s Live Partnership Ads program for deeper insight and understanding of influencers and their impact on consumers, Digiday says.
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