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Spotify has spent the last year overhauling its ads business to try and persuade advertisers that it’s more than just an audio buy.

Last year, its ad business was “moving too slowly,” as CEO Daniel Ek put it last year, according to Business Insider. Now, the streamer has overhauled its ad tech stack with Spotify Ad Exchange, rolled out generative AI tools for voice overs and ad scripts. Spotify’s current pitch to advertisers is its sponsorships, live events and more automated ad buys.

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You sit down to watch the premiere of Landman or Tulsa King on Paramount+, and enjoy the show but feel aggravated at seeing the same sponsor spots through several episodes. According to research from Omnicom Media, that aggravation can lead to a negative opinion of that sponsor.

Omnicom Media and Paramount partnered on making sponsor units in the media company’s streaming premieres dynamically adapted to let advertisers tell a sequential story in those ad breaks. It’s the first time Paramount added a dynamic insertion capability to an offering of streaming fixed units it first rolled out at the end of 2025, and has been selling in the upfront marketplace. The two plan to announce the development at Cannes Lions today, and will go live in third quarter in the U.S. and internationally next year.

Technically, the partnership gives Omnicom Media clients first access to what they’re calling dynamic streaming fixed units solution, which lets brands tell sequential stories in Paramount’s premiere-week (read seven days, when ratings are usually highest) ad format by making them adaptive, intelligent, and contextually responsive to viewers.

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