Omnicom Group Inc. media services division signed a deal worth over $230 million with Twitter, according to Reuters.
The deal will integrate Twitter's mobile ad unit MoPub and Omnicom's automated ad buying unit Accuen.
The two-year deal will lock in inventory access for Omnicom agencies, ad rates, according to Reuters.
"This is the first holding company agreement we've done on the mobile ad exchange side," said Twitter's president of global revenue, Adam Bain, according to The Wall-Street Journal. "It's great for us because we'll now have high-quality advertisers coming through the exchange."
It will also give Omnicom a "first look" at new ad units and opportunities being developed by the microblogging site.
The Wall-Street Journal was the first to report the deal.
"Our agreement with Twitter reflects what we look for in a media partnership - the opportunity to deliver first-to-market benefits that impact all aspects of all Omnicom clients' digital investments, from content to placement to measurement," Omnicom said in a statement.
Twitter has confirmed the deal but declined to comment further, according to Reuters.
"We haven't made an announcement about opening up Twitter to programmatic buys, but it's natural that we'll do it," said Bain.
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