Omnicom Group announced collaborations with Walmart, Amazon, Kroger and Instacart as the agency seeks to help marketers with their advertising strategies in the growing field of retail media.

“We are the first agency holding company that has a partnership with Walmart,” Megan Pagliuca, chief activation officer at Omnicom Media Group, said in this Beet.TV interview. “This is significant because it shows a shift in Walmart strategy and doubling down in media.”

The agreement enables cross-screen planning against Walmart audiences in Omni, which is Omnicom’s open operating system that lets its agencies deliver connected experiences across media and commerce platforms within owned, earned and paid environments. Media planners can identify the domains, apps and screens with the most effective reach and cost for Walmart audiences. Using the Omni ID, they can also push advertiser’s first-party data to the Walmart demand-side platform (DSP) to combine with Walmart audiences.

“What we’re able to deliver for our clients will provide a significant competitive advantage,” Pagliuca said. “We’re looking at a couple of our clients to go live in the next few months to really work with Walmart and building out their nonendemic business.”

Delivering Precision With Kroger

Omnicom also announced a collaboration with Kroger Precision Marketing (KPM), the grocery chain’s media platform, to deliver early-adopter opportunities to Omnicom clients. As part of the agreement, KPM will feed its stock-on-shelf datasets to Omni, adding a significant capability to Omnicom’s Supply Chain IQ Score which helps brands quickly and effectively re-direct media spend to deliver on business outcomes in a supply-strained environment.

“What’s really exciting is we’re having access to supply-chain shopper data,” Pagliuca said. “Kroger has real shopper behavioral data. We are then that data shared daily for us to change optimization decisions.”

Privacy-Safe Targeting With Instacart

Omnicom Media Group (OMG), the media services division of Omnicom Group, also announced a comprehensive strategic partnership with delivery service Instacart that lets advertisers match audiences and consumers by using a data clean room. The collaboration builds on Omnicom’s work with media outlets NBC and Disney.

“What that really enables is the ability for our CPG clients to be able to measure sales against connected TV as well as linear on Disney and on NBC, connecting those datasets in a privacy-safe way through those clean rooms,” Pagliuca said.

Training on Amazon Marketing Cloud

Omnicom also teamed with ecommerce giant Amazon, which has the third-biggest digital ad business in the United States, on expanding insights, developing new software tools and training workers on how to use the Amazon Marketing Cloud (AMC) for campaign optimization.

“We’ve had a longstanding partnership with Amazon but we’ve revealed some details that really I think proves that we have the most comprehensive partnership with them in terms of accelerating connected commerce,” Pagliuca said.