Omnicom Media Group's data and analytics division, Annalect, has announced a partnership with Meta to leverage Advanced Analytics (AA), a privacy-centric measurement solution. The collaboration aims to equip Omnicom Media Group's clients with future-proof, next level measurement, marking Omnicom as the first holding company to gain access to AA.

The partnership empowers activation teams to execute in-flight optimisations based on external measurement data and simplifies scalability with a secure server-to-server connection. To date, 14 Omnicom clients across Australia, including a variety of leading global FMCG brands, have been onboarded to AA.

In a trial for closed-loop measurement capability, one global brand witnessed attributed conversions increase by four times across more than 15 touchpoints.

AA provides advertisers with the capability to merge their first-party data with Meta's ads data. This integration offers analysts the flexibility to utilise bespoke insights to refine their clients' campaigns. Annalect has capitalised on this flexibility to construct custom attribution models that are fully integrated and delivered via Omni, the end-to-end marketing operating system that supports all Omnicom agencies.

Schalk van der Sandt, Annalect Australia's COO, said: 'By enabling next-level visibility in a privacy-safe manner, this collaboration enables Omnicom Media Group's clients to more effectively distil data into insights and action, giving them – and our agencies – a significant edge over their competitors in today's challenging marketplace.'

Carl McLean, Head of Marketing Science, Meta ANZ, said: 'It's great to see measurement capabilities that create value for advertisers, whilst also being built with privacy at the forefront. This offering will unlock new ways for the OMG network to understand the levers that truly drive performance and demonstrate where Meta can help to drive growth that lasts for our clients and partners.'

Following the Australia launch, Annalect and Meta anticipate expanding the collaboration to other markets across the Asia Pacific region. This partnership underscores Annalect's commitment to building and delivering future-fit, end-to-end data, technology and analytics solutions that drive better business outcomes for the world's leading brands.