From last mile to last aisle: Omnicom Media Group sets up first programmatic PMP for retail place-based screens

Omnicom Media Group and its Outdoor Media Group has set up a programmatic private marketplace (PMP) that harnesses some 80,000 point-of-purchase screens across multiple environments April 08, 2022 Omnicom Media Group has set up an out-of-home focused programmatic private marketplace to give OMG clients preferred or exclusive access to place-based inventory that’s as close to point of purchase as one can get. Read more below. - [OMG harnesses]( some 80,000 point-of-purchase screens across multiple environments. - Unilever’s chief digital and commercial officer [is on edge](: the global internet is being transformed. But that won’t necessarily make it better. In fact, it could make it worse. - Food52 [lays off 20 people]( in company restructuring. - Guava Family, a direct-to-consumer parenting brand, placed its bets on paid search back in 2019, investing in Google search ads. Three years later, [that’s still the case]( even as ad channels like TikTok and influencer marketing gain traction with peer DTC brands. From our sister site, WorkLife: - LinkedIn [has long been]( the place we present the best, most professional version of ourselves. Until the pandemic, that meant an almost robotic, stick-to-the-script stream of professional announcements and thought leadership content. But after two years of work and home life bleeding together, the way we present to our online professional network has changed. - Author Beth Anstandig [spoke to WorkLife]( on how nature gives us lessons in leadership, empathy and survival. Other things to know about - Join us virtually at the [Digiday Commerce for Publishers Forum]( on May 19 where we'll bring together industry leaders to discuss how publishers are approaching commerce and consumer revenue. - As marketers and agencies [strive to achieve more with fewer resources](, custom bidding models are amplifying actionable insights and advanced customization. Sponsored by Xandr. - For publishers, personalizing email newsletters is a key tool to [drive reader engagement and create opportunities for monetization](. Sponsored by Jeeng. Top Stories Ivy Liu [The Programmatic Marketer]( [From last mile to last aisle: Omnicom Media Group sets up first programmatic PMP for retail place-based screens]( Omnicom Media Group and its Outdoor Media Group has set up a programmatic private marketplace (PMP) that harnesses some 80,000 point-of-purchase screens across multiple environments howdy! [Marketing on Platforms]( [Why ‘the currency in Web 3.0 is not crypto, its trust’]( Unilever’s chief digital and commercial officer is on edge: the global internet is being transformed. But that won’t necessarily make it better. In fact, it could make it worse. [Sponsored by Warner Media]( [As viewing dynamics change, brands are working to keep close to audiences]( Marketers must be intentional with their advertising as parents are with the brands and content they welcome into their homes while recognizing the shift in the content families now watch together. Advertisement howdy! [Vertical Media]( [Food52 lays off 20 people in company restructuring]( The food and home goods publisher and commerce site has let go of 20 people, primarily in the content, creative and marketing teams, after recent acquisitions and supply chain challenges. [Sponsored by Xandr]( [Why marketers are adding bidding models to their toolbox]( Custom bidding models are empowering media buyers to package their own data science and can enable agencies to influence each factor that feeds into a final bid. howdy! [Platforms & Commerce]( ['There's still more value there': Why a DTC baby brand is dedicating more than half of its ad spend to paid search]( Since 2021, the DTC brand has spent about 60% of its advertising dollars on Google search and shopping, up from just over 50% in 2020 and 2019. Advertisement [Sponsored by MNTN]( [Survey: Evolving CTV measurement and creative management.]( Brands and agencies: How are you navigating CTV measurement and creative management challenges in 2022? Take this survey and we’ll send you a $5 Amazon gift card. howdy! [Life Beyond the Cookie]( [The Trade Desk's supply-path optimization efforts portend potential disruption ahead]( OpenPath signals a potential ground-shift for open web alliances amid the ashes of the third-party cookie. howdy! [DIGIDAY+ MEMBER EXCLUSIVE]( [Media Briefing: Publishers rail against opening up their first-party data in a post-cookie world]( This week’s Media Briefing covers one of the biggest talking points during last week’s Digiday Publishing Summit. [All Latest Stories]( [Content & Commerce]( [How Refinery29’s Simone Oliver is complementing content with commerce]( The Vice Media Group-owned women's lifestyle publication plans to start testing live shoppable video this spring, its global editor-in-chief said in the latest episode of the Digiday Podcast. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. 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