Omnicom brings purchase insights to marketers with Affinity Solutions agreement

Today, Omnicom Group announced a multi-year agreement with purchase behavior and data company Affinity Solutions, putting to work their data from over 7 billion credit and debit card transactions annually. The deal will integrate Affinity Solutions’ data with Omnicom’s analytics division, Annalect.

This partnership will link Affinity’s purchase-based media scoring with the cross-channel media inventory captured within Omnicom’s Inventory Graph. This aims at allowing marketers to evaluate their media spend and to optimize it based on real purchase data, as well as intent. They will be able to measure spend across retailers, restaurants, streaming platforms, travel companies and other industries and channels.

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Through Omnicom’s proprietary database of 250+ million individuals and thousands of data points, marketers can build enhanced consumer journeys and develop more effective target audiences, according to Slavi Samardzija, global CEO of Annalect, in a company release.

Why we care. We’ve seen how the adtech world is collaborating with rich sources of data to give marketers access to privacy-compliant targeted audiences. This Omnicom agreement provides more visibility and opportunities to optimize on the media buying end.

Purchase data across the multiplying channels where consumers buy helps fill out a more robust buyer journey as marketers persist in the cat-and-mouse game of meeting customers where they are to deliver the right message at the right time.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.