Google and Omincom team up for Trading Desk
Google announced their Omnicom partnership where Omnicom becomes an aggregated advertiser for Google display ads. Both will work to build global trading desk (bespoke DSP?) in order to leverage DC AdX. Both are already working but this further strengthens the relationship and Google will build analytics toolkit for them. Partnership is not exclusive to either side. This is a simple exchange of committed spend with Google for technology service from Google.
- With Invite Media – Google can build a trading desk that plugs in seamlessly into Invite or their DC AdX and builds a trading desk that may not be truly agnostic of inventory selection.
- Committed spend with Google and its AdX makes it very powerful for Google to ascertain new large and key publishers as the demand is secured
- It ushers in an era of consultative servicing of media – and plays a danger of media distributors influencing the way media is sold – essentially driving performance inventory further along into the marketplace.Questions the premise that Omnicom is earning free consultancy from client dollar spend which may not be in the best interests of the clients.