"In what it's calling a first-to-market capability, the partnership brings together Amazon Ads' authenticated graph with Roku's linear and streaming TV signals, then matched up internally with Omnicom's Omni intelligence platform viewership data, and for the first time, Acxiom audience data, which comes courtesy of Omnicom's acquisition of Interpublic Group at the end of 2025."
"Citing the fine line between conversion and aversion when it comes to ad frequency, the blending lets advertisers accurately measure the reach and frequency of their campaigns across traditional TV and CTV environment using Roku OS and devices and match that data to downstream conversion events through the authenticated graph."
"Responsible frequency management is critical to both performance and brand stewardship."
"When we can see total exposures across linear and streaming and link that exposure to outcomes, we're better equipped to calibrate investment, build and protect brand equity and drive incremental growth."
Omnicom Media expanded its partnership with Amazon and added Roku data plus Acxiom audience data to create a combined measurement capability. The integration merges Amazon Ads' authenticated graph, Roku linear and streaming signals, Omnicom's Omni intelligence viewership data, and Acxiom audiences to measure reach and frequency across traditional TV and CTV on Roku OS and devices. The combined dataset links exposures to downstream conversion events, enabling advertisers to optimize campaign exposure, drive transactions, reduce waste, and protect brand reputation by preventing excessive ad frequency. PepsiCo notes that visibility into total exposures and outcomes supports better investment calibration and incremental growth.
#ad-frequency-management #ctv-and-linear-tv-measurement #data-integration-amazonrokuacxiom #omnicom-partnership
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]