Omnicom announced that it has entered a two-year deal with Twitter worth $230 million to integrate its programmatic ad buying network Accuen with Twitter's MoPub exchange.
The Wall Street Journal, which appears to have gotten an exclusive on the news, shares statements from both companies:
“This is the first holding company agreement we’ve done on the mobile ad exchange side,” said Twitter’s president of global revenue, Adam Bain, adding, “It’s great for us because we’ll now have high-quality advertisers coming through the exchange...We haven’t made an announcement about opening up Twitter to programmatic buys, but it’s natural that we’ll do it."
“Our agreement with Twitter reflects what we look for in a media partnership – the opportunity to deliver first-to-market benefits that impact all aspects of all Omnicom clients’ digital investments, from content to placement to measurement,“ a statement from Omnicom read.
The news follows a similar deal Facebook made last week with Publicis, which will see Facebook data integrated into the latter's media-mix-modeling platform while Publicis' product will be integrated into Facebook's recently announced ad network.
Omnicom confirmed its announcement on Twitter.
— Omnicom Group (@Omnicom) May 27, 2014
The company also announced today that its TBWA Worldwide network has acquired Germany agency Heimat.
Image via Twitter