Author: Seb Joseph

Omnicom was already planning to cut LiveRamp loose. Publicis buying it just moved up the date.

Before the deal, the plan was to let the contract with LiveRamp run its course until the first quarter of 2028 and walk away. Publicis changed that. The acquisition is expected to close by year end, and when it does, Omnicom CEO John Wren has made clear so does his holdco’s relationship with LiveRamp.

Because Acxiom, the data business Omnicom inherited when it acquired IPG last year, has spent the last several years building its own identity solution Real ID so that it wouldn’t have to be dependent on a third party for something as fundamental as identity. The Publicis deal didn’t change that plan so much as speed it up.

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Keeping the complexities of marketing channels in mind, Digiday+ Research has analyzed strategies and challenges across leading marketing channels — like retail media, influencer marketing and social media — to identify key trends and best practices in our CMO Strategies series.

In this installment, Digiday+ Research focuses on an analysis of the ad-supported streaming landscape and its role in marketers’ playbooks.

As CTV matures, the streaming ad industry is entering a period of change. Media giants like The Walt Disney Company and Paramount are pursuing mergers that have the potential to reduce market fragmentation and strengthen scale. At the same time, advertisers are reevaluating how they measure success across streaming platforms as performance expectations rise and audience viewing habits shift. Industry-wide, brands and platforms are experimenting with how to best implement AI in CTV.

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