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Omnicom Group Strikes Data Pact With InfoSum

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variety.com
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Brian Steinberg Senior TV EditorAnnalect, the data and analytics division of advertising holding company Omnicom Group, has struck a pact with data technology firm InfoSum, the latest in a recent series of maneuvers to provide advertisers with a broader range of information about consumers.Under terms of the agreement, Annalect will gain access to a range of data sources that it can use in combination with first-party data from individual clients.“We think the industry needs a better system for collaboration where data doesn’t have to change hands,” said Brian Lesser, chairman and CEO of InfoSum, in an interview. “Our system allows two first parties, a media company and an advertiser or an agency, to understand when they have an overlap.

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