While many ad agencies have been buying up interactive shops to buttress their online efforts lately, ad holding company Omnicom Media Group has decided to form one in-house: OMG Digital, a new unit that will oversee oversees $2 billion worth of web-based media spending. OMG Digital’s structure will reach beyond North America, with managing directors in Asia Pacific, EMEA and Latin America. It also includes NEXT, Omnicom Media Group’s media futures practice.

Omnicom said it has already started to develop its own system designed to track consumers’ interaction with digital ads so it can glean better behavioral and targeting insights. At least initially, the new entity will concentrate on the creative side of Omncom’s online ad work. Clients of the digital departments within Omnicom’s respective media agencies, OMD and PHD, will still to receive digital media buying and planning services through those existing agencies. The only impact felt by OMD will be that its digital department head, Sean Finnegan, will move over to take on the role of CEO at OMG Digital. He will report to Daryl Simm, OMG’s chairman and CEO. Release (via CNN Money)

• Y&R Gets Its In-House Interactive Shop; Sedky Returns To Run It