TelevisaUnivision announced Omnicom Media Group (OMG) will be the first agency partner to leverage its Hispanic household data graph for its brands to expand reach and resonance with the fast-growing US Hispanic population. Now covering nearly 100% of US Hispanic households, TelevisaUnivision’s propriety data graph will integrate with OMG’s identity solution, Omni ID, via privacy-oriented clean room technology to power its targeting, optimization, and measurement for always on activation across the entirety of its brands.
The announcement was made on stage today at TelevisaUnivision’s annual “Leading the Change” conference, an exclusive forum for marketers from leading companies in the United States to elevate their Hispanic consumer strategy.
“At launch we were clear that TelevisaUnivision’s Hispanic household data graph was built for activation, and this partnership with OMG is a critical milestone underpinning our steadfast commitment to ensuring data is inclusive and representative of diverse audiences. By integrating TelevisaUnivision’s data graph into Omni ID, we are confident that OMG’s vast roster of clients will be able to engage US Hispanics in a more effective way that will drive meaningful business results and ROI," said Dan Aversano, Senior Vice President of Data, Analytics and Advanced Advertising at TelevisaUnivision.
“OMG saw a clear opportunity to leverage the great work TelevisaUnivision has done to improve representation and coverage of the US Hispanic community with their identity graph. Enabling this advanced identity solution via Omni ID translates to a powerful first-mover opportunity for Omnicom clients and another critical component of how OMG lays the foundation for a solid approach in manifesting diversity in the media process, work, and investment,” added Kelly Metz, North America Managing Director, Advanced TV at Omnicom Media Group.
TelevisaUnivision launched the industry’s first-ever Hispanic household data graph in May 2022 to help with the inequities that caused US Hispanics to be vastly underrepresented in data sets. Today, the proprietary graph is the biggest and most accurate representation of US Hispanics, covering nearly 100% of US Hispanic households.