Reddit has entered into a partnership with Omnicom Media Group (OMG), the media services division of Omnicom, as it looks to scale its advertising business in the US and around the world.

The ‘Enterprise Partnership’ agreement will provide the clients of OMG agencies Hearts & Science, PHD, and Resolution with access to Reddit’s creative strategy team, education and training tools, innovation offering, measurement and reporting, data, and the platform’s insights capability, providing OMG clients with a more effective way to engage Reddit’s 52m daily active users and enhance the value of their media spend.

“The social media ecosystem is changing – we’re seeing an outflow of media consumption from people-based platforms, and an inflow towards interest-based platforms,” said Reddit’s Global Agency Lead for Omnicom Media Group, Andrew Abbott. “We’ve been working with Omnicom Media Group for some time to help their agencies and clients navigate this shift towards online communities and ensure their effective place within them. Formalizing this partnership is a logical and exciting next step towards greater collaboration and client success.”

Prior to officially entering into a partnership, Reddit and OMG have been working together on brand safety through OMG’s Council on Accountable Social Advertising, which was created to give advertisers more control over where their ads appear on social media.