Acxiom vs Optable

Omnicom Media and Rembrand Partner to Evolve In-Content Ads

Omnicom Media has partnered with in-content advertising platform Rembrand to create a first-to-market capability allowing brands to identify, plan, and activate in-content placements across premium streaming inventory. The partnership integrates Rembrand's VISTA platform, an AI-powered system that scans publisher content to identify monetizable scenes. Omnicom's Content Collective will develop the ad placements. The process uses Omnicom's RealID product and Acxiom data matched with streamers' viewership data. This is the first time such buy-side technology has been integrated into Omnicom's Omni operational system. Research conducted with Rembrand found that pairing in-content ads with traditional video ads drove a 5.5x increase in message recall and 4x increases in purchase intent and brand premium perception. Cox Auto has already expressed interest.

• Omnicom Media partners with in-content advertising platform Rembrand to create first-to-market capability for in-content ad placements on premium streaming.
• The partnership integrates Rembrand's VISTA platform, an AI-powered in-content insertion system.
• Omnicom Media's Content Collective develops the ad placements into content.

Omnicom Named Leader in 2026 Gartner Digital Marketing Reports

Omnicom, the global marketing and sales company, announced it has been ranked first across all evaluated categories in the 2026 Gartner Critical Capabilities for Global Digital Marketing Agencies report. Additionally, Omnicom was named a Leader in the 2026 Gartner Magic Quadrant for Global Digital Marketing Agencies. The Critical Capabilities evaluation assessed use cases such as Global Brand/Marketing Campaign Execution, Omnichannel Content Generation, AI-Driven Marketing Innovation, Data-Driven Performance Marketing, B2B Marketing, Digital Commerce and CX Overhaul, and Website and Digital Product Design. Omnicom's Chief Technology Officer, Paolo Yuvienco, highlighted the role of the company's AI-enabled intelligence platform, Omni, which integrates data, identity, AI, activation, and measurement. The recognition underscores Omnicom's investments in AI-driven, data-centric marketing solutions, with contributions from subsidiaries like Acxiom, Flywheel, and Credera.

• Omnicom ranked first in all evaluated categories in the 2026 Gartner Critical Capabilities for Global Digital Marketing Agencies report.
• Omnicom was named a Leader in the 2026 Gartner Magic Quadrant for Global Digital Marketing Agencies.
• The Critical Capabilities report evaluated use cases including AI-Driven Marketing Innovation and Data-Driven Performance Marketing.

Acxiom and HAWK Partner for Omnichannel Audience Intelligence

Acxiom, a data and identity company, has announced a partnership with HAWK, an audience intelligence provider. The collaboration aims to deliver trusted audience intelligence for omnichannel advertising. By combining Acxiom's data and identity capabilities with HAWK's audience insights, the two companies intend to enable marketers to better understand and reach their target audiences across various channels and devices. The partnership is designed to help advertisers improve campaign effectiveness and personalization while navigating the evolving privacy landscape. The companies emphasize the importance of trusted, first-party data and responsible data usage in today's cookie-less environment.

• Acxiom and HAWK announced a partnership for omnichannel advertising.
• The partnership aims to deliver trusted audience intelligence for omnichannel campaigns.
• Acxiom brings data and identity capabilities to the collaboration.

Optable announced as one of the Technology Fast 50 program winners for 2026

Optable has been recognized by the 2026 Technology Fast 50™ awards program. Optable ranks 14th with 2514% revenue growth from 2022 to 2025.

Optable Launches Agentic Marketplace to Automate Direct Ad Deals

Optable unveiled its Agentic Marketplace at Optable Connect 2026 in New York City on October 8. The platform connects buyer and seller AI agents to automate discovery, packaging, and purchasing of publisher inventory. It aims to combine programmatic scalability with the customization of direct deals while reducing intermediary fees. According to eMarketer data, approximately 41% of US RTB digital display spending goes to programmatic fees in 2026. Optable will not charge transaction or activation fees for direct contracts, offering a paid service option for advanced features. The market for agentic media buying is projected to grow from $100 million in 2026 to $29.5 billion by 2028. Executives from Goodway Group, Mediavine, and Hearst discussed the potential and current limitations of agentic advertising.

• Optable launched its Agentic Marketplace on October 8, 2026 at Optable Connect 2026 in New York City.
• The platform connects buyer and seller AI agents to automate discovery, packaging, and purchasing of publisher inventory.
• eMarketer data presented indicates approximately 41% of US RTB digital display spending goes to programmatic fees in 2026.

Agentic Audience Planning with Optable

Optable announces a new solution for agentic audience planning, replacing the previous announcement for Optable Connect '26.