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Omnicom Media Group (OMG) MENA has partnered with two technology companies to extend its measurability and insights offerings.
The group, which holds OMD, PHD and the new-to-the-region Hearts and Science, has announced it will extend its partnership with Moat and Pathmatics. Both are currently partners with OMG in other markets, but will now be coming to the MENA region.
Software-as-a-service (SaaS) “attention analytics” firm Moat was the first analytics company to be accredited by the US’ Media Rating Council for both desktop display and video viewability in 2014.
It uses more than 100 different “attention signals” to capture in-view impressions, exposure time, interactivity and audability and viewability on completion ( AVOC) metrics, among others.
The data is used to optimise the effectiveness of brand advertising on a campaign, creative, domain or impression level, said OMG.
The group has also teamed up with “several key media owners in the region to improve the necessary infrastructure and processes for more robust digital measurement”.
In March, the digital media arm of Choueiri Group, Digital Media Services (DMS) had announced it was the first digital entity in the region to partner with Moat.
OMG has also extended its partnership with Pathmatics, a digital intelligence service.
OMG said: “Pathmatics was formed to reveal the data sets obscured across the exchange pathways between the demand and supply sides of the digital advertising mar- ketplace.” A statement explained: “Over the years, ad paths have become more complex, involving multiple parties. This has made ad tracking increasingly challenging and required more sophisticated forms of measurement. Pathmatics’ ability to track ad paths throughout the ecosystem lets buyers, sellers and ad tech providers measure the efficiency of ad buys, discover buying and selling partners and track impressions and spends with greater acuracy.”
“This MENA extension of our global contract with Pathmatics is the latest development in our multi-tiered approach to enhancing our service offering in the region,” said Dimitri Metaxas, regional executive director of specialist companies at OMG.