By integrating with the hub, OMG will be able to run permissioned measurement queries across NBCUniversal’s first-party data and data sets from within Omni, Omnicom’s open marketing operating system, without exposing any underlying personally identifiable information.

The collaboration will allow OMG to incorporate certified reach measurement models, which will enable its clients and partners to conduct their own reach and frequency analysis for more efficient media planning and measurement.

“This partnership will give OMG and its client the ability to leverage the power of our combined data assets to better measure their campaigns,” said Michael Alvarez, senior vice-president of agency partnerships at NBCUniversal. “We’re ushering in a new era of data interoperability with the audience insights hub and we’re excited about the opportunity it presents for OMG.”

Geoffrey Calabrese, chief investment officer at Omnicom Media Group added: “This agreement exponentially enhances the individual capabilities of two best-in-class, industry-leading data solutions that ultimately deliver industry-first, cross-platform capabilities for our clients.”