Omnicom Media Italy taps AudienceProject for cross-media measurement
AudienceProject and Omnicom Media Italy have formed a partnership to provide unified cross-media measurement for advertisers in Italy. This collaboration will cover linear TV, CTV, and digital channels. The deal marks Omnicom's first cross-media measurement agreement in Italy.
Key Takeaways
- Omnicom Media Italy signed Italy’s first cross-media measurement agreement with AudienceProject.
- The partnership covers linear TV, CTV, and digital channels.
- AudienceProject will provide unified cross-media measurement for Italian advertisers.
Why It Matters
This gives Italian advertisers a single measurement framework across linear TV, CTV, and digital instead of separate channel views. The deal also extends Omnicom Media Italy into a broader measurement setup, and it is notable as Omnicom’s first cross-media measurement agreement in Italy. The concrete signal to watch is whether this partnership expands beyond Italy’s initial advertiser base into more Omnicom Media Italy accounts.
Read full article at ppc.land
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