Monday, June 22nd, 2026 – 1:00 am
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Omnicom just took a major step forward in solving CTV’s long-running frequency capping problem.
The agency holding company announced Monday that it’s adding new capabilities to the cross-platform clean room that its media services division, Omnicom Media, introduced in 2023. These new features enable post-campaign measurement of a campaign’s reach, frequency and performance across multiple streaming publishers and linear TV broadcasters within a single clean room instance.
Anyone who’s ever watched streaming TV has had the experience of being blasted with the same ad playing over and over again across ad breaks. This problem persists because streaming platforms don’t usually share granular data with advertisers on the content in which their ads ran and how often individual households were served. And this lack of transparency also makes it harder to compare how often viewers saw an ad across multiple streaming networks.
