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

60% of mobile shoppers engage with beacon content: Swirl

Beacon provider releases aggregate data from retail partners

AOL names Allie Kline new CMO

Kline promoted from platforms side to lead global marketing on all fronts

‘Always on’ media buying drives down per-impression cost: study

Don't abandon the campaign model altogether, but keep the data flowing

Convertro named a cross-channel attribution leader

SPONSORED: AOL Platforms earns praise from independent research firm for strong product and vision

Google Contributor lets users pay to block ads

Tech giant creates a way for users to bid on their own impressions

Mediaocean puts the finishing touches on TV solution

Many want to rethink TV, but one company wants the old system to work better

Adobe preps Marketing Cloud for the beacon revolution

CRM platform adds in-app messaging and push notifications, plus geotargeting

Talking programmatic TV on Wall Street

Dan Salmon offers key takeaways from BMO's lunch with industry experts