Omnicom signs $230 million deal for improved access to Twitter’s mobile network

New deal will integrate Accuen and Twitter's MoPub services

Omnicom has signed a two-year deal with Twitter worth $230 million, the Wall Street Journal is reporting.

The deal entails first-look access to new mobile ad units and fixed rates on inventory sold via Twitter’s mobile network.

As part of the agreement, Omnicom’s programmatic trading desk, Accuen, will integrate directly with Twitter’s MoPub marketplace for off-site mobile inventory (inventory from partner publishers that are a part of Twitter’s network). Unlike a $100 million deal between Omnicom and Instagram announced in March, the Twitter agreement focuses on programmatic media, and is not limited to specific brand clients — all Omnicom agency clients will have access.

“MoPub brings scale, and they bring the ability to leverage targeting based on demographics,” OMG president of U.S. digital investments Jonathan Schaaf told Advertising Age. “It allows us to extend our marketing messages to consumers who have shown interest in the past, deeper than just the Twitter feed.”

Although Facebook has many more users and much more inventory available than Twitter, the Omnicom-Twitter deal is focused on off-site inventory, since Twitter’s own inventory is not yet available for programmatic buying through MoPub. Twitter purchased and began integrating MoPub’s off-site mobile exchange technology last September; Facebook only recently launched its competing Audience Network platform for off-site mobile inventory.

(So far, the Audience Network doesn’t permit the same direct programmatic integrations that MoPub does, but sells bulk impressions through Facebook’s audience-buying interface.)

The deal follows another major holding company commitment to mobile between Publicis and Facebook, announced last week. Ad Age reports the much more extensive Publicis-Facebook deal to be worth $500 million.

Advantage Articles

Leads can now sign up for more info within Facebook ads

New ads automatically populate with a user's name and email

Google has an answer to crappy load times on mobile

30 global publishers will use Accelerated Mobile Pages to improve user experience

Vidyard acquires video personalization engine

New tool lets marketers and sales reps add a personal touch to video campaigns

The ad blocking hype is overblown (column)

TubeMogul's Kenneth Chow on why adland need not get hysterical over blocked ads

DoubleClick, Turn, Eyereturn are Canada’s most-used platforms

New data shows 97% of Canada's programmatic spend goes through 10 DSPs

30 Under 30: Meet Canada’s young marketing tech stars

This year's list names young professionals in search, mobile and programmatic

The tech behind CBC’s big programmatic push

New header bidding tags ensure programmatic won't drag down CPMs

30U30: Carolyn Coad

A self-described "data-head" with a marketer's mind currently leading global marketing for a massive B2B brand