# Omni

Type: Product

Source: Marketing Intelligence Brief — https://getmarketingbrief.com/entity/omni
Canonical HTML page: https://getmarketingbrief.com/entity/omni

## Timeline

- **2026-06-23**: Partnership announced at Cannes Lions — Official reveal of the collaboration, detailing Innovid’s technology role, identity graph matching, and 61% consumer frustration data point.
- **2026-06**: Sequential ad solution goes live in the U.S. — Omnicom and Disney quietly launch the solution for VOD and live programming; initial clients include The Home Depot and State Farm.
- **2026**: Planned expansion to Europe and Latin America — Both companies confirm rollouts to additional regions later in the year, testing scalability in new markets.

## Recent coverage (2 stories)

### 61% of viewers rage at ad repetition: Omnicom & Disney’s sequential CTV fix
2026-06-23 22:56:09 · Sentiment: Bullish · Impact: 6/10 · Sources: 2

Omnicom Media and Disney Advertising tackled the #1 streaming ad pain point—repetition—by launching a dynamic sequential ad solution in the U.S., with Europe and Latin America to follow. Using Innovid’s creative sequencing and matched identity graphs, brands like Home Depot and State Farm now tell evolving stories across VOD and live sports, boosting engagement without burning viewers out.
Full story: https://getmarketingbrief.com/story/omnicom-disney-sequential-ads-streaming

### Omnicom's $13.5B Merger Drives AI Handover to Adobe at Cannes Lions
2026-06-23 02:14:12 · Sentiment: Bullish · Impact: 7/10 · Sources: 3

At Cannes Lions 2026, Omnicom and Accenture both deepened their AI ties with Adobe, signaling a strategic shift away from building proprietary AI platforms. Omnicom's $13.5 billion acquisition of Interpublic Group created integration challenges that made Adobe's ready-made AI infrastructure the pragmatic choice, while Accenture co-developed an agentic orchestration framework on Adobe's enterprise stack.
Full story: https://getmarketingbrief.com/story/omnicom-13-5b-merger-adobe-ai-partnership

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