©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
There’s more to the new Google and Omnicom Group alliance than meets the eye.
This formal collaboration in the race for online display ad dollars will have significant consumer privacy, mobile and social media implications — areas in which both companies have seemed intent to push the envelope.
New York-based Omnicom is expected to buy hundreds of millions worth of display ads for its clients through a specially-built “trading desk” that will more effectively match ad buyers and sellers to Web site advertising through Google’s auction-like exchange system. Omnicom already buys ads on Google’s exchange using its own technology and analytics, which Google can now provide through the nonexclusive global deal. Google also has working relationships with Publicis, GroupM and other agency holding companies and their affiliates.