Omnicom Media Group signs onto Disney’s new clean-room offering as it also launches a brand purpose initiative

DE&I

Pagliuca said this element builds on OMG’s prior efforts to support minority content creation and investment through partnerships with SSPs including Colossus SSP. That includes influencer marketing and supporting diverse creators to become minority business owners. “If you think of the challenge of all agencies wanting to spend more money with minority publishers — there’s a supply problem. So we’re attacking it at its core by creating more supply,” she said. Pagliuca said she’s getting clients to distinguish the paid social part of influencer marketing from organic efforts to apply more data rigor to evaluating the impact of each. Technology also enables OMG to better determine the most effective micro-influencers, who she added “are very connected with their audiences.”

Data Ethics

OMG is working with privacy software firm Sourcepoint to create a score that can identify and call out dark-arts practices among publishers, including intentionally confusing disclosures around opt-in consent on their sites. 

Clean room with Disney

Separately, Pagliuca said OMG has signed on to be an initial media user of Disney Advertising Sales’ data clean- room solution, which generates advanced pre-planning insights, activation and cross-portfolio measurement for users. “I expect us to have it for this year’s upfront,” she said.

Powered by Disney Select, the content giant’s extensive library of more than 1,000 first-party segments, the data clean room is also being used by car retailer Drivetime, and is being sanitized by tech vendors Habu, InfoSum and Snowflake, according to a Disney statement.

“It was important for our clean-room offering to be cloud agnostic to provide brands with scale and variation, as diverse as their respective industries,” said Lisa Valentino, Disney Advertising Sales’ executive vp of client solutions and addressable enablement.