www.adexchanger.com Open in urlscan Pro
2606:4700:3030::6815:527c  Public Scan

Form analysis
2 forms found in the DOM

GET https://www.adexchanger.com

<form method="GET" action="https://www.adexchanger.com" class="d-flex justify-content-center" style="width: 300px;">
  <div>
    <input type="text" name="s" placeholder="Search" class="text-search form-control rounded-0" id="search" aria-describedby="search" style="width: 250px; border-color: var(--bs-border-color);" aria-label="search" data-uw-rm-form="fx">
  </div>
  <button type="submit" id="searchbutton" class="btn btn-primary">
    <svg xmlns="http://www.w3.org/2000/svg" role="img" alt="" width="16" height="16" fill="currentColor" class="bi bi-search position-relative" style="top: -2px" viewBox="0 0 16 16" aria-labelledby="search-button">
      <title id="search-button">Search</title>
      <path d="M11.742 10.344a6.5 6.5 0 1 0-1.397 1.398h-.001c.03.04.062.078.098.115l3.85 3.85a1 1 0 0 0 1.415-1.414l-3.85-3.85a1.007 1.007 0 0 0-.115-.1zM12 6.5a5.5 5.5 0 1 1-11 0 5.5 5.5 0 0 1 11 0z"></path>
    </svg>
  </button>
</form>

GET https://www.adexchanger.com

<form method="GET" action="https://www.adexchanger.com" class="d-flex justify-content-center">
  <div>
    <input type="text" name="s" placeholder="Search" class="text-search form-control rounded-0" id="search" aria-describedby="search" style="width: 250px; border-color: var(--bs-border-color);" aria-label="search" data-uw-rm-form="fx">
  </div>
  <button type="submit" id="searchbutton" class="btn btn-primary" data-uw-rm-form="submit">
    <svg xmlns="http://www.w3.org/2000/svg" role="img" alt="" width="16" height="16" fill="currentColor" class="bi bi-search position-relative" style="top: -2px" viewBox="0 0 16 16" aria-labelledby="search-button">
      <title id="search-button">Search</title>
      <path d="M11.742 10.344a6.5 6.5 0 1 0-1.397 1.398h-.001c.03.04.062.078.098.115l3.85 3.85a1 1 0 0 0 1.415-1.414l-3.85-3.85a1.007 1.007 0 0 0-.115-.1zM12 6.5a5.5 5.5 0 1 1-11 0 5.5 5.5 0 0 1 11 0z"></path>
    </svg>
  </button>
</form>

Text Content

This site uses cookies to optimize your experience including more relevant
content and messaging. To learn more about disabling cookies in your browser,
click here. By continuing to use this site, you accept our use of cookies. For
more information, view our updated Privacy Policy.
I Consent
 * Topics
   * Marketers
   * Agencies
   * Publishers
   * Technology
   * Platforms
   * Identity
   * Measurement
   * Data Privacy
   * Artificial Intelligence
   * CTV
   * Commerce
   * AdExplainer
   * Exclusive Report
   * Daily News Roundup
 * Opinion
   * All Columns
   * Data-Driven Thinking
   * On TV & Video
   * The Sell Sider
   * Content Studio
   * Comic
   * Contributor Guidelines
 * About Us
   * Advertise
   * Newsletter
   * About Us
   * Contact Us
 * Events
   * Programmatic I/O 2023 New York
   * Programmatic I/O 2024 Las Vegas
   * Programmatic I/O 2024 New York
   * AdExchanger Awards
   * Webinars
   * All Events
   * Network Events
 * Podcasts
   * AdExchanger Talks
   * The Big Story

 * Programmatic I/O New York
 * Subscribe
 * Sign In


Search
 * Sign In
 * 


Search


TOPICS

 * Marketers
 * Agencies
 * Publishers
 * Technology
 * Platforms
 * Identity
 * Measurement
 * Data Privacy
 * Artificial Intelligence
 * CTV
 * Commerce
 * AdExplainer
 * Exclusive Report
 * Daily News Roundup

--------------------------------------------------------------------------------


OPINION

 * All Columns
 * Data-Driven Thinking
 * On TV & Video
 * The Sell Sider
 * Content Studio
 * Comic
 * Contributor Guidelines

--------------------------------------------------------------------------------


EVENTS & AWARDS

 * Programmatic I/O 2023 New York
 * Programmatic I/O 2024 Las Vegas
 * Programmatic I/O 2024 New York
 * AdExchanger Awards
 * Webinars
 * All Events
 * Network Events

--------------------------------------------------------------------------------


PODCASTS

 * AdExchanger Talks
 * The Big Story

--------------------------------------------------------------------------------


MEMBERSHIP

 * Member Exclusives
 * Sign Up

--------------------------------------------------------------------------------


ABOUT US

 * Advertise
 * Newsletter
 * About Us
 * Contact Us

--------------------------------------------------------------------------------

CONNECT
 * 
   
 * 
 * 


OMNICOM PLANTS ITS FLAG IN COMMERCE MEDIA WITH AN $835 MILLION DEAL FOR FLYWHEEL
DIGITAL | ADEXCHANGER

Home Commerce Omnicom Plants Its Flag In Commerce Media With An $835 Million
Deal For Flywheel Digital

commerce


OMNICOM PLANTS ITS FLAG IN COMMERCE MEDIA WITH AN $835 MILLION DEAL FOR FLYWHEEL
DIGITAL

By James Hercher

Monday, October 30th, 2023 – 3:08 pm
SHARE:
LinkedInEmailXFacebookShare



The holdcos really want to cash in on the retail and commerce media trend.

On Monday, Omnicom entered the ecommerce marketplace services space in a big way
with an $835 million deal to buy Flywheel Digital.

Founded in 2014, Flywheel was one of the first players in the now-crowded
category of Amazon ad agency specialists. It was acquired by Ascential, a
UK-based consultancy and B2B media business, for roughly $60 million in 2018,
including up to $400 million in earn-outs over three years.

Omnicom will add around 2,000 Flywheel employees as well as the company’s
co-founding team, including current Ascential CEO Duncan Painter, who now
becomes head of Omnicom’s ecommerce and retail media practice.







Get the Flywheel going

Flywheel, which has a suite of tools to help enterprise brands manage their
ecommerce efforts, was a direct competitor of Omnicom’s, and the two also had
many overlapping accounts, Omnicom CTO and EVP Paolo Yuvienco told AdExchanger.

But what Flywheel provides is new to traditional agency structures. For
instance, an important part of Flywheel’s services is to manage product pages,
warehousing, inventory movement and product pricing across sometimes dozens or
hundreds of sites.

For a time, these needs were unique to Amazon, Yuvienco said.

That led to the rise of Amazon-only ad agencies like Flywheel, Marketplace
Ignition (which was bought WPP) and The Ortega Group, (now owned by Tinuiti).

But now there’s Walmart Connect, Target’s Roundel, Kroger, Albertson’s and a
host of other large retailers that have launched scaled retail media networks.
Each network has similar dynamics as Amazon, Yuvienco said, which means that
agencies need to have in-house commerce marketplace chops in order to keep up.

Commerce data grab

Subscribe


ADEXCHANGER DAILY

Get our editors’ roundup delivered to your inbox every weekday.


DAILY ROUNDUP

Daily News Roundup


GROUPM NORTH AMERICA SAYS GOODBYE TO KIRK MCDONALD; META’S GAMBIT PAYS OFF

Flywheel also “comes with massive amounts of data,” Yuvienco said, “almost equal
to what we have with Omni.”

You can think of Omni as the holdco’s metadata hub. It spots trends and patterns
of how different audiences and media are performing. Rather than tracking
individuals – Omni isn’t itself an identity graph – it analyzes data at the
metadata level to see what insights can be pulled from its aggregated
media-buying info.

Flywheel will contribute greatly to Omnicom’s dataset, Yuvienco said. Although
it doesn’t have user-level payment data like Amazon has to run closed-loop
attribution, it does have aggregated, non-PII information about product sales.

Flywheel sees how products are displayed and where they’re purchased around the
web, he said, which provides another layer on top of Omnicom’s audience and
behavioral data.

“Ultimately, our clients are looking to drive higher sales,” Yuvienco said.
“That’s the reason why we exist.”

Next In Commerce


HOW NCSOLUTIONS WENT FROM PULLING INFO FROM STORE RECEIPTS TO CLOUD SHOPPER DATA
SELLER




RELATED STORIES

 * commerce
   
   
   PINTEREST LEANS FURTHER INTO COMMERCE ADVERTISING WITH NEW FEATURES AND
   SHOPPING API

 * startups
   
   
   JUST SAY NO TO CALLING YOURSELF CRYPTO AND OTHER LESSONS FROM THE INC. 5000
   LIST

 * Retail Media
   
   
   KROGER ADDS CTV INVENTORY TO ITS RETAIL MEDIA OFFERING

 * commerce
   
   
   THE HOME DEPOT’S PATH TO BECOMING A GLOBAL ADVERTISING PLAYER


MUST READ

Previous

Data


AD TARGETING AND MEASUREMENT ON DISNEY+ GETS AN UPGRADE

Disney is celebrating the first birthday of ad-supported Disney+ with a new
slate of targeting and measurement options for advertisers.

Data Privacy Roundup


WEBSITE TAGS ARE YOUR NEW (AND OLD) BEST FRIEND

Although website tagging doesn’t get much attention, it’s a key element of
first-party data capture and post-cookie measurement, says Karen Stocks,
Google’s VP of global measurement.

Measurement


NIELSEN WON’T SUNSET C3 AND C7 RATINGS NEXT YEAR

Nielsen told its clients on Thursday that it will not, in fact, be sunsetting
its average commercial minute (C3 and C7) ratings by September of next year as
planned.

CTV


PARAMOUNT IS GIVING BUYERS MORE DIRECT ACCESS TO ITS INVENTORY

Paramount unveiled a new ad product called Conduit, a direct integration layer
between SSPs and EyeQ, Paramount’s CTV ad selling platform that aggregates
Paramount+ and Pluto TV inventory.

Online Advertising


THE CUSTOM BIDDER STARTUPS TAKING ON THE WALLED GARDENS

The growing popularity of platform-based custom bidders has helped normalize the
idea of AI-based bidding, giving a boost to a small market of
programmatic-focused non-platform customer bidding startups that existed before
the walled garden versions.

CTV


THE TV BUNDLE IS MAKING A COMEBACK

TV industry vets convened at the National Association of Broadcasters (NAB) show
in New York City last week to discuss the streaming industry’s maturation.



Data


AD TARGETING AND MEASUREMENT ON DISNEY+ GETS AN UPGRADE

Disney is celebrating the first birthday of ad-supported Disney+ with a new
slate of targeting and measurement options for advertisers.

Data Privacy Roundup


WEBSITE TAGS ARE YOUR NEW (AND OLD) BEST FRIEND

Although website tagging doesn’t get much attention, it’s a key element of
first-party data capture and post-cookie measurement, says Karen Stocks,
Google’s VP of global measurement.

Measurement


NIELSEN WON’T SUNSET C3 AND C7 RATINGS NEXT YEAR

Nielsen told its clients on Thursday that it will not, in fact, be sunsetting
its average commercial minute (C3 and C7) ratings by September of next year as
planned.

CTV


PARAMOUNT IS GIVING BUYERS MORE DIRECT ACCESS TO ITS INVENTORY

Paramount unveiled a new ad product called Conduit, a direct integration layer
between SSPs and EyeQ, Paramount’s CTV ad selling platform that aggregates
Paramount+ and Pluto TV inventory.

Online Advertising


THE CUSTOM BIDDER STARTUPS TAKING ON THE WALLED GARDENS

The growing popularity of platform-based custom bidders has helped normalize the
idea of AI-based bidding, giving a boost to a small market of
programmatic-focused non-platform customer bidding startups that existed before
the walled garden versions.

CTV


THE TV BUNDLE IS MAKING A COMEBACK

TV industry vets convened at the National Association of Broadcasters (NAB) show
in New York City last week to discuss the streaming industry’s maturation.



Data


AD TARGETING AND MEASUREMENT ON DISNEY+ GETS AN UPGRADE

Disney is celebrating the first birthday of ad-supported Disney+ with a new
slate of targeting and measurement options for advertisers.

Data Privacy Roundup


WEBSITE TAGS ARE YOUR NEW (AND OLD) BEST FRIEND

Although website tagging doesn’t get much attention, it’s a key element of
first-party data capture and post-cookie measurement, says Karen Stocks,
Google’s VP of global measurement.

Measurement


NIELSEN WON’T SUNSET C3 AND C7 RATINGS NEXT YEAR

Nielsen told its clients on Thursday that it will not, in fact, be sunsetting
its average commercial minute (C3 and C7) ratings by September of next year as
planned.

Next
 * 1
 * 2
 * 3
 * 4
 * 5
 * 6
 * 7


POPULAR

 1. Data
    
    
    AD TARGETING AND MEASUREMENT ON DISNEY+ GETS AN UPGRADE
    
    Disney is celebrating the first birthday of ad-supported Disney+ with a new
    slate of targeting and measurement options for advertisers.

 2. Online Advertising
    
    
    THE CUSTOM BIDDER STARTUPS TAKING ON THE WALLED GARDENS
    
    The growing popularity of platform-based custom bidders has helped normalize
    the idea of AI-based bidding, giving a boost to a small market of
    programmatic-focused non-platform customer bidding startups that existed
    before the walled garden versions.

 3. Data Privacy Roundup
    
    
    WEBSITE TAGS ARE YOUR NEW (AND OLD) BEST FRIEND
    
    Although website tagging doesn’t get much attention, it’s a key element of
    first-party data capture and post-cookie measurement, says Karen Stocks,
    Google’s VP of global measurement.

 4. CTV
    
    
    PARAMOUNT IS GIVING BUYERS MORE DIRECT ACCESS TO ITS INVENTORY
    
    Paramount unveiled a new ad product called Conduit, a direct integration
    layer between SSPs and EyeQ, Paramount’s CTV ad selling platform that
    aggregates Paramount+ and Pluto TV inventory.

 5. CTV
    
    
    THE TV BUNDLE IS MAKING A COMEBACK
    
    TV industry vets convened at the National Association of Broadcasters (NAB)
    show in New York City last week to discuss the streaming industry’s
    maturation.



Join the AdExchanger Community

Join Now


YOUR TRUSTED SOURCE FOR IN-DEPTH PROGRAMMATIC NEWS, VIEWS, EDUCATION, AND
EVENTS.

AdExchanger is where marketers, agencies, publishers and tech companies go for
the latest information on the trends that are transforming digital media and
marketing, from data, privacy, identity and AI to commerce, CTV, measurement and
mobile.



NEXT EVENT

Programmatic I/O Las Vegas

May 20-22, 2024
MGM Grand
Las Vegas, NV

Learn More

--------------------------------------------------------------------------------

ABOUT ADEXCHANGER
 * About Us
 * Advertise
 * Contact Us
 * Events
 * Subscribe
 * RSS
 * Privacy & Terms
 * Accessibility
 * Diversity, Equity, Inclusion & Belonging

CONNECT
 * 
   
 * 
 * 

© 2023 Access Intelligence, LLC - All Rights Reserved

✓
Thanks for sharing!
AddToAny
More…

Sign up for notifications on the latest AdExchanger news, event updates, &
special offers!


AllowCancel

×
We Value Your Privacy
Settings
NextRoll, Inc. ("NextRoll") and our advertising partners use cookies and similar
technologies on this site and use personal data (e.g., your IP address). If you
consent, the cookies, device identifiers, or other information can be stored or
accessed on your device for the purposes described below. You can click "Allow
All" or "Decline All" or click Settings above to customize your consent.
NextRoll and our advertising partners process personal data to: ● Store and/or
access information on a device; ● Create a personalized content profile; ●
Select personalised content; ● Personalized ads, ad measurement and audience
insights; ● Product development. For some of the purposes above, our advertising
partners: ● Use precise geolocation data. Some of our partners rely on their
legitimate business interests to process personal data. View our advertising
partners if you wish to provide or deny consent for specific partners, review
the purposes each partner believes they have a legitimate interest for, and
object to such processing.
If you select Decline All, you will still be able to view content on this site
and you will still receive advertising, but the advertising will not be tailored
for you. You may change your setting whenever you see the Manage consent
preferences on this site.
Decline All
Allow All
Manage consent preferences