Ad TechStrategic PartnershipMay 31, 2026
Omnicom Media Italy taps AudienceProject for cross-media measurement
AudienceProject and Omnicom Media Italy have formed a partnership to provide unified cross-media measurement for advertisers in Italy. This collaboration will cover linear TV, CTV, and digital channels. The deal marks Omnicom's first cross-media measurement agreement in Italy.
Key Takeaways
- Omnicom Media Italy signed Italy’s first cross-media measurement agreement with AudienceProject.
- The partnership covers linear TV, CTV, and digital channels.
- AudienceProject will provide unified cross-media measurement for Italian advertisers.
Why It Matters
This gives Italian advertisers a single measurement framework across linear TV, CTV, and digital instead of separate channel views. The deal also extends Omnicom Media Italy into a broader measurement setup, and it is notable as Omnicom’s first cross-media measurement agreement in Italy. The concrete signal to watch is whether this partnership expands beyond Italy’s initial advertiser base into more Omnicom Media Italy accounts.
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