Cleaning up the digital advertising maze has been a five year journey for Omnicom
According to Megan Pagliuca, Chief Activation Officer at Omnicom Media Group, the journey started with publishing lists of ad tech partners the agency didn’t want to work with. But that only got the company so far. Today, OMG only works with a select list of suppliers, and excludes any resellers.
“We’ve made significant progress on SPO,” she told Beet.TV.
Part of that progress has been fueled by examining the ‘hundreds’ of unique paths to buying ads on any one publishers, a system that was both inefficient and ineffective. Today, “it’s about the most effective path” to buying ads without waste, she said.