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Paramount and Omnicom Media Group are fast-tracking the next phase of new currency.
The companies have announced that this quarter they are piloting the first fully standardized new currency and audience-based workflow using Mediaocean’s ad infrastructure. The pilot leverages VideoAmp data as an advanced currency, with the teams agreeing on the workflow, identifiers and overall data management to make the test work within existing systems so there are minimal changes to standard practices.
“What it means is we can transact in the exact same way against new currencies—non-Nielsen-based currencies—as well as audiences, so not just age, gender or demo,” Travis Scoles, svp of advanced advertising of Paramount, told Adweek, adding, “What does this mean for a marketer? Well, it means that they have a lot more flexibility now in how they can, in the datasets and the companies that they can work with, deploy their strategy broadly.”
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