Annalect

Omnicom's proprietary data and technology backbone; a holding-company-owned alternative to independent identity and data platforms, serving Omnicom agencies and their enterprise clients exclusively.

Annalect is the data, technology, analytics, and AI division of Omnicom Group, founded in 2010. It serves as the internal engine behind Omni, Omnicom's proprietary open operating system that unifies data, identity resolution, audience intelligence, and media activation capabilities across all Omnicom agencies including BBDO, DDB, TBWA, OMD, PHD, and others. Rather than operating as a client-facing brand in the traditional sense, Annalect functions as a shared infrastructure and capability layer that empowers Omnicom's agencies to deliver data-driven marketing solutions at scale. At its core, Annalect develops and maintains the Omni platform, which integrates first-party, second-party, and third-party data with advanced identity resolution, AI-driven audience modeling, and cross-channel planning and measurement tools. The platform is designed to help agencies and their clients navigate the post-cookie landscape by building durable identity graphs, activating privacy-compliant audience segments, and measuring campaign effectiveness across the full media ecosystem. Annalect also houses significant data science, engineering, and analytics talent that supports Omnicom's broader precision marketing ambitions. In the AdTech and MarTech ecosystem, Annalect occupies a unique position as a holding-company-owned technology and data capability rather than an independent vendor. This gives it privileged access to Omnicom's vast client base and media spend, while also enabling deep integrations with major platforms like Google, Meta, Amazon, and The Trade Desk. Annalect competes indirectly with independent data and identity platforms such as LiveRamp, Epsilon (Publicis), and Merkle (Dentsu), as well as with cloud-based marketing data platforms from major tech players.