Omnicom Partners with X, PayPal, Amazon, Meta & More at Cannes Lions
Omnicom Media Group expands its media and data capabilities through new platform partnerships, aiming to support more precise, real-time audience targeting across livestreaming, sports, retail, and commerce media environments.
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At Cannes Lions, Omnicom Media Group announced a series of new partnerships aimed at strengthening its approach to performance marketing. The focus is on areas such as retail media, livestreaming, content, and commerce.
These partnerships are intended to help brands connect with audiences effectively using real-time data and media opportunities. From bidding on live sports moments to applying purchase data for targeted media, the holding company is working with platforms to support measurable and outcome-focused engagement.
Here is a list of companies Omnicom partnered with at Cannes Lions 2025:
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Twitter (X)
Omnicom Media Group and X have partnered to help marketers act on trending topics through brand and creator-led live content. Using X’s real-time trend signals and OMG’s Omni audience and creator data, brands receive category-relevant alerts and identify influencers via the Omni Influencer Discovery Agent for live, relevant engagement.
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Amazon
Omnicom’s partnership with Amazon gives clients first-mover access to live signals from Amazon Live and Thursday Night Football in Amazon Marketing Cloud. A joint proof-of-concept extended lookback windows, enabling brands to track customer journeys—from ad exposure to repeat purchases—linked to TNF campaigns during the 2023 and 2024 seasons.
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Meta
With support from Meta, Omnicom developed two livestreaming solutions. One enhances influencer discovery using audience and livestream signals. The second, Facebook Live Partnership Ads, boosts real-time creator influence. Enabled by the Omni Influencer Discovery Agent and Meta support, these help brands identify livestreaming creators and promote their content with measurement features.
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PayPal
Omnicom announced a partnership with PayPal to integrate cross-merchant transactional data with OMG’s streaming TV inventory. Through Magnite and Pubmatic SSPs, clients can bid on live and pre-recorded content using purchase data, allowing for audience targeting and campaign activation based on consumer buying behaviour across PayPal’s vast dataset.
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Disney
Omnicom and Disney are collaborating on real-time ad bidding during live sports moments across Disney’s streaming platforms. In partnership with The Trade Desk, brands can target impactful moments like overtime and tie-breakers, allowing them to reach viewers during high-attention periods that increase message recall and audience responsiveness.
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Walmart
At Cannes Lions, Omnicom Media Group announced a strategic partnership with Walmart Connect—the first such deal with an agency holding company. The collaboration enables cross-screen planning using Walmart audience data within Omni, Omnicom’s demand-side data platform, delivering both strategic and commercial benefits across its agency network.
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YouTube
Omnicom’s new partnership with YouTube allows clients to target high-traffic livestream content—across sports, gaming, shopping, and entertainment—with greater precision. Previously bundled, live inventory is now accessible for tailored strategies. A beta test starts in July 2025 in the US and will expand to additional markets in future phases.
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Sky Media
Omnicom and Sky Media have launched ‘Sports Surge’ to help brands activate during high-attention moments in live sports. Via The Trade Desk, Omnicom becomes the first holding company to programmatically access Sky’s live inventory through a private marketplace. Initially sport-based, targeting will evolve to cover key in-match moments.
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