Dive Brief: 

• Omnicom has signed a two-year deal with Twitter, committing to spend $230 million on efforts centered around mobile, video, and programmatic ads.
• The deal will integrate Omnicom's Accuen with Twitter's recently acquired MoPub. 
• All Omnicom shops will have a first look at and access to evolving ad products from Twitter. 

Dive Insight: 

It's curious that Twitter would sign a deal with Omnicom so soon after the ad holding company's failed merger with Publicis, which it signed a similar deal with last year. These mega deals are starting to become common place, however. Facebook signed one with Publicis, and Omnicom signed a different one with Instagram. The deals are mutually beneficial for the social platforms and the agencies, but it does bring up a question of whether these deals are forming monopolies.