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

AutoUpdate: Gannett ads get in your face, just like TV

Plus, slide and skip ads from Israel and Facebook targets based on strength of cellphone signal

For marketers, it’s all about cross-platform: report

Consumers are devouring content across devices, though measurement still has a long way to go

Don’t let your brand be a turkey this holiday season

SPONSORED: Exchange Lab's Nikki Hawke on engaging your consumers online

AutoUpdate: Amazon (not Google) buys Twitch for $970 million

And Yahoo launches a content recommendation widget

PCG building content marketing engine with government grant

New platform to help marketers improve their social and content marketing campaigns as they go

Canadian advertisers spent 62% more on mobile RTB in Q2: Smaato

Canada is the third-largest market represented on the Smaato Ad Exchange

Is Native The Future of Display Advertising?

SPONSORED CONTENT: Olive Media's Shannan LaMorre on a growing marketing arena