Annalect, Omnicom’s programmatic arm, is to partner with enterprise data specialists Ensighten to boost the first-party data insights to its clients in the MENA region.

The Omnicom Media Group agency plans to combine Ensighten’s Open Marketing Platform with its own data management platform (DMP), and, by doing so, “improve the efficiency and ROI” of its campaigns.

The Ensighten system claims to allow advertisers to “collect, analyse, mine and extrapolate” user interactions from a range of offline and digital sources, and create more personalised marketing.

Omnicom Media Group MENA chief executive Elie Khouri said: “Ensighten’s open marketing platform is changing the way brands collect, own and act on data generated across the customer journey in real time. What was until now a disparate array of ad tech solutions will now work synergistically as one with Ensighten.

David Saxon, vice president of partner sales and business development at Ensighten, added: “In a competitive environment smart and timely actions make all the difference and we’re proud to help Annalect deliver more relevant and personalised consumer experiences across the entire customer journey.”