Omnicom this morning announced it is expanding its data-sharing relationship with “commerce media” platform Criteo to include “digital shelf data and insights” from Criteo’s retail media network.

The companies said Omnicom is the first holding company to have access to the data, and they described it as a “first-mover partnership.”

The deal follows a data-sharing deal announced between the two companies during the Cannes Lions festival in June, which also involves data “clean room” processor InfoSum, which would integrate the data into Omnicom’s home-built, proprietary Omni platform.

“This collaboration is another example of how Omnicom is co-creating with other marketplace leaders to develop unique utility and competitive advantages for our clients in this rapidly evolving space,” Frank Kochenash, global CEO of Omnicom’s Transact unit, said in a statement, adding that the new data would enable Omnicom to “optimize our clients’ investments across retailers.”

Criteo Chief Revenue Officer Brian Gleason said the new digital shelf data will give Omnicom agencies and clients “visibility into their share of shelf, their share of category,” as well as more “product-level insights.

The companies said Omnicom participated in a pilot test of the data earlier this year, and that the new digital shelf life data contributed to a 22% lift in return-on-ad-spending.

Omnicom participated in a pilot test earlier this year, which found the data contributed to a 22% lift in return on ad spending.