MUMBAI: Last year somewhere at this time Twitter, the popular microblogging site went ahead to strike a partnership deal with the holding company WPP. The association was initiated between two to build more efficient campaigns. In this partnership, Twitter data was integrated into WPP’s media and analytics products.

Taking a step ahead, Twitter has now partnered with Omnicom Group. According to a report in Reuters, Omnicom Group's media services division has signed a deal worth $230 million with Twitter that will integrate Omnicom's automated ad buying unit Accuen with Twitter's mobile ad exchange MoPub.

Various other international reports also state that the two-year deal will lock in ad rates and inventory access for Omnicom agencies and will also give Omnicom a ‘first look’ at new ad units and opportunities being developed by the microblogging site.

It will be interesting to see how the social networking site with the help of holding companies will sell out interesting ad inventories in the coming days.