By: Jack Marshall | Wall Street Journal
Omnicom Media Group announced a mobile-focused deal with Twitter on Tuesday, worth $230 million over the next two years.
The deal will integrate Omnicom’s programmatic ad buying unit Accuen with Twitter’s ad exchange MoPub, which it purchased for a reported $350 million in September. In addition to locking in ad rates and inventory access for Omnicom agencies, the arrangement will also give the holding company a “first look” at new ad units and opportunities being developed by the social network. Like many of these deals, it will include an element of “research,” the companies said.