Omnicom Australia has furthered its partnership with Uber Advertising, with the holding company's ecommerce unit Flywheel to enable advertisers to drive more targeted reach and sales via the Uber Advertising Network.

The collaboration taps an API Integration from commerce media company Criteo, positioning Flywheel as the first integrated commerce agency in Australia to support brands in activating retail media campaigns across Uber Eats, grocery, and alcohol retailers using a native API integration. This integration facilitates seamless connectivity between retail media platforms, enabling real-time optimisation and measurement.

The Flywheel Commerce Cloud is set to enhance capabilities in competitive Retail Media categories through advanced automation. The partnership allows brands to leverage commerce insights within the Uber Advertising network via Flywheel's API connection to Criteo's Commerce Max Platform.

Uber Advertising's ad inventory is now incorporated into the Flywheel Commerce Cloud, enabling brands to engage with shoppers across various shopping occasions. This development follows a recent partnership between Uber Advertising and Omnicom Media Group Australia, which expanded brand reach to 10 million Australians using Uber and Uber Eats.

Managing Director at Flywheel Australia, Mohammad Heidari Far, said: "Brands are constantly looking for smarter, more effective ways to engage shoppers in the moments that matter. Our partnership with Uber Advertising, and supported by our expert team, allows brands to not only reach the right audiences at the right time but also drive sustainable incremental sales."

Head of Uber Advertising, ANZ, Michael Levine, said: "With Uber Advertising’s ad inventory now live in the Flywheel Commerce Cloud, brands can engage their most valuable shoppers across weekly, top-up, and impulse shopping occasions. Applying Flywheel’s advanced commerce capabilities to Uber’s marketplace, unlocks new scalable growth for our businesses and begins a partnership grounded in retail media innovation."