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Historically, the Consumer Electronics Show was the January kick-off event where media buyers could eye the hardware onto which they could festoon their clients’ wares. Manufacturers of household goods took center stage. 

However, now the lines of the traditional business calendar have blurred, making it difficult to delineate between industry verticals. Sources characterized CES, which officially kicks off today (Jan. 6), as the precursor to the mid-year upfront discussions, to AdExchanger.

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If you’ve been living under a rock, you might not know how pervasive influencers have become to marketers and agencies looking to sell products or services. At Omnicom Media, there’s an effort to scientifically quantify that, er, influence. 

Digiday has learned that Omnicom Media today is unveiling a partnership that connects Walmart customer purchase data with Meta’s raft of influencers (via Instagram) to empower Omnicom’s influencer agency Creo to help brands identify potential creator partners based on their performance against a product, category or consumer audience.

The partnership aims to elevate influencer insights from just follower counts or demographics to essentially answering the question of “what do an influencer’s followers buy?” By pairing Walmart Connect’s first-party, purchase-based insights with Meta’s insights, Creo can use its Influencer Discovery Agent to identify creators on Instagram whose followers offer better conversion potential, In hopes of using the data to pick creators that it said can deliver performance, not just popularity.

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