May 28, 2025

Why Publishers Are Moving Off Omeda and onto Lytics

If you’ve been in publishing long enough, you’ve probably built your audience operations around Omeda. It’s been a standard for years: email deployment, list management, fulfillment, and identity resolution all under one roof.
‍

But the needs of modern marketing have evolved—and so have the expectations around what a CDP should enable.
‍

At Soli & Co, we work with media companies who aren’t trying to ditch everything—they just want a more flexible, campaign-ready, activation-first system. And increasingly, that’s leading them from Omeda to Lytics.
‍

Here’s why.

‍

Start with the Logic, Not the Lists
‍

Omeda is list-centric. If you want to build a segment, you build a list. If you want to run a campaign, you load a list.
‍

But audiences today are fluid. They’re defined by recent behaviors, timing windows, brand affinities, and cross-channel interactions.
‍

Lytics allows you to:

Define audiences based on recent stream activity, not just table joins
Create segments that update in real-time
Use behavior-driven rules to define engagement—not just list logic
‍

Soli & Co’s Take: Lists describe the past. Audiences shape the future.

‍
Campaigns Need to Move Faster Than Your Fulfillment Schedule

‍

Many publishers using Omeda feel bottlenecked by operational workflows. Requests for new audiences can take days. Testing logic or deploying campaigns means opening tickets.

‍

Lytics puts more control in the hands of the marketing team. Audiences can be built, activated, and tested without long delays.

That agility unlocks:

Faster personalization
Real-time campaign pivots
Smarter suppression and re-engagement logic
‍

Soli & Co’s Take: If your data is real-time, your campaign ops should be too.

‍

Your Identity Graph Shouldn’t Be a Black Box
‍

Omeda handles identity stitching behind the scenes. But when it’s wrong—or incomplete—it’s hard to inspect or debug.
‍

Lytics exposes identity stitching logic and allows you to define your own hierarchy: email, internal ID, user ID, etc.

That transparency means:

You can QA user profiles with confidence
You can see how behaviors are accumulating over time
You can fix issues without filing support tickets
‍

Soli & Co’s Take: You can’t build audience trust if you can’t see how the audience is built.

‍

Activation Needs to Happen Everywhere, Not Just via ESP
‍

Omeda is closely tied to its email infrastructure. Lytics, by contrast, is designed to activate audiences across multiple channels and platforms—email, ads, onsite personalization, Slack alerts, CRMs, and more.

‍

That means you can:

Reuse the same audience in PostUp, Google Ads, and LinkedIn
Trigger cross-channel campaigns based on real-time behavior
Align editorial, marketing, and sales with the same signals

‍

Soli & Co’s Take: Your CDP should power every team—not just email.

‍

Teams Want Tools That Feel Modern, Not Legacy

‍

This one’s hard to measure, but easy to feel. Many teams describe Omeda as “hard to teach,” “too specialized,” or “frozen in time.” Training new staff is slow. Building new ideas is slower.
‍

Lytics feels modern. Its interface makes audience logic visual. Its architecture makes integrations feel seamless. And its transparency builds cross-team trust faster.

‍