Omnicom signs $230 million deal with Twitter

The deal, which will be mobile-focused, will integrate Omnicom's programmatic ad buying unit Accuen with Twitter's ad exchange platform MoPub

e4m by Abhinn Shreshtha
Updated: May 29, 2014 7:58 AM
Omnicom signs $230 million deal with Twitter

Just a month after announcing that its MoPub platform will be available for partners globally, Twitter has now signed a mega deal with Omnicom Media Group, which will be worth, according to estimates, $230 million over the next two years. (Twitter expands advertising reach with MoPub, a native ad exchange platform)

Though exact details regarding the partnership have not been announced by either company, media reports indicate that the arrangement will give Omnicom agencies a “first look” at new ad units and opportunities being developed by Twitter as well as locking in ad rates and inventory access for Omnicom. The deal is also said to include joint research initiatives. This seems to be similar to earlier data-sharing and joint research partnerships that Twitter entered into last year with media agencies like Starcom and the WPP group. (Can Twitter's MoPub topple Facebook as advertisers' favourite?)

Confirming the news to exchange4media, Lee Smith, CEO (Digital), Omnicom Media Group APAC said the deal would put Omnicom in a great position to “further capitalize on innovation” in some of Twitter’s fastest growing markets like the APAC region. “The global deal expands our current relationship with Twitter across Asia Pacific. Asia Pacific now accounts for over 30 per cent of the world’s tweets, not including the millions of users that sneak through the Great Firewall in China.  Markets like Indonesia and India are seeing yearly growth rates of +70 per cent and we are capitalising on those opportunities for our clients,” he said. Twitter refused to comment on the deal, though the microblogging platform has admitted earlier that it sees India has a high potential market in coming years.

MoPub claims it is the first programmatic-enabled native ads platform for mobile apps. Publishers can use MoPub’s native ads platform to serve direct-sold or in-house native ads and auction inventory on the MoPub Marketplace. The overall network reaches one billion iOS and Android users and serves more than 130 billion ad requests every month in standard banner formats.

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