Observed Signal · Jun 23, 2026 · Partnership · Source: Digiday · Impact: 4/5 · Sentiment: Positive
Connected TV (CTV) & OTT Market: Omnicom and Disney Enable Sequential CTV Ads
Omnicom Media and Disney Advertising announced a partnership at Cannes Lions (June 23, 2026) to deliver dynamic sequential ad storytelling across connected-TV streaming, covering both video-on-demand and live programming. The solution is live in the U.S. with rollouts planned for Europe and Latin America later in 2026. The collaboration uses Innovid’s creative-sequencing and decisioning technology, Acxiom’s identity graph matched to Disney’s identity, and Omni’s video content measurement, supported by multi-party clean room capabilities for measurement and data connectivity. Early advertiser placements include The Home Depot and State Fam insurance. The initiative aims to reduce ad repetition and fatigue by delivering coordinated 15-, 30- and 60-second creatives that evolve across a single viewing session.
A major agency (Omnicom) and a major streaming ad owner (Disney Advertising) launched a coordinated CTV solution that combines identity matching, clean-room measurement and creative sequencing—this affects CTV ad creative, measurement practices, and addressable inventory across live and VOD.
Key Takeaways & Evidence Grounding
- Omnicom Media and Disney Advertising announced a partnership to enable dynamic sequential ads across VOD and live streaming on 2026-06-23.
- The solution is live in the U.S. with Europe and Latin America rollouts planned later in 2026.
- The collaboration uses Innovid’s creative sequencing and personalization technology, Acxiom’s identity graph matched to Disney’s identity, and Omni’s video content measurement with multi-party clean room connectivity.
- Two Omnicom clients — The Home Depot and State Fam insurance — are being placed into Disney’s premium streaming inventory using sequential 15-, 30- and 60-second creatives.
- Omnicom Media announced a similar partnership with Netflix the day before as part of its Cannes activities.
Connected Companies & Entities
6 Entities mappedNetflix
Streaming platform with subscription and advertising revenue.
Omnicom Media Group Germany
German media agency group for planning, buying and marketing transformation.
Disney Advertising
Disney’s advertising sales and streaming inventory monetisation arm.
Acxiom
Enterprise identity, data and audience infrastructure for marketing.
The Home Depot
Home improvement retailer with e-commerce, retail media, and pro services.
Innovid
CTV-first ad serving, creative and measurement software for enterprises.
Ontology Mapping & Concepts
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