Cannes Lions is officially underway, and holding company Omnicom is wasting little time forging ahead with unveiling partnerships with major publishers and platforms as it digs deeply into harnessing the power of ‘live’ — be it live sports, live shopping or even live-streaming.
Today, Omnicom is announcing separate partnerships with Disney and with Walmart, Digiday has learned.
The Disney partnership centers around live sports, with the holding company working with Disney in concert with The Trade Desk to programmatically take advantage of big moments in live sports events for Omnicom clients. Think a major call in an NFL game or a clutch basket to tie a college hoops game — Omnicom is hoping to help clients take advantage of those moments in real time through programmatic access.
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