Although the volumes being traded in online advertising might not quite yet warrant a group trading proposition, they soon will.
This shows forward-thinking, and will give Omnicom an edge as the market continues to mature.
Online media buying is still very fragmented, and it will be in the interest of the smaller players to team up to take on the mighty owners that are emerging in the medium; the likes of Yahoo! and Google. As Nick Manning, the joint chairman of OPera, says, the real volume is now going through just six vendors.
Much of the buying is done by full-service agencies. If Agency.com, Tribal DDB and Proximity want to continue handling their online clients' media, then the OPera offering might well give them the back-up they are going to need.
This is Omnicom's best chance of future-proofing its online planning and buying revenues.