Everywhere you look there are ads, ads, and more ads. They’re an unavoidable crushing force drilling you with the compulsive need to buy. Google has just announced plans to sell ad space on your thermostat. Well Twitter has recently inked a deal with Omnicom Group Inc for a $230 million dollar advertising deal. Omnicom’s automated ad buying unit Accuen will be working with Twitter’s mobile ad exchange MoPub for the next two years. This deal will lock in ad rates for Omnicom in addition to access to inventory. As an added benefit they will also be getting the first glimpse at new advertising ideas.
Twitter has already confirmed the deal. Twitter’s president of global revenue, Adam Bain, was reported as saying “This is the first holding company agreement we’ve done on the mobile ad exchange side.” He continued by saying that Twitter is very excited about the high-caliber advertisers that they would now be working with. This isn’t the first holding company that Twitter has signed though. Before this Twitter had signed a $200 million dollar deal with Publicis-owned Starcom MediaVest Group.
Bain made sure to note that “Each one is unique. They’re rooted in the unique points of view these agencies bring.” What makes this deal special, he encouraged, is the new way in which technology is used to deliver ads. At the moment ads are purchased programmatically from Twitter, but only show up on third-party networks from its MoPub network. But soon Twitter plans to allow marketers on its own site too.
Twitter is not the only social media company to sign such a deal. Facebook signed a deal with Publicis last week. Details have not been released, but the deal is in the “hundreds of millions” figure ballpark. Both companies have disclosed though that the deal is focused on the exchange and sharing of data. No one should be surprised by that one. Gathering data has become Facebook’s M.O.
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