Omnicom pairs with Disney, Netflix, and Roku to optimize CTV frequency

Omnicom is shifting CTV from a basic video buy toward a sophisticated performance channel. By integrating identity data from its recent Acxiom absorption with the proprietary signals of major streamers, the holding company is verticalizing the ad tech stack within its own Omni platform. This move challenges the dominance of independent demand-side platforms by creating exclusive 'first-mover' pipes into premium inventory like Netflix and Disney+. For the broader ecosystem, it signals that the battle for ad budgets has moved beyond simple audience reach and into the technical mastery of frequency management and generative AI creative. Watch for whether rival holding companies can secure similar direct-data integrations to remain competitive in programmatic streaming.

The recent activity at the Cannes Lions festival in June 2026 underscores Omnicom's aggressive posture following its massive integration with IPG, which was finalized earlier in the year. According to reports from Digiday and PR Newswire in June 2026, the consolidation of Acxiom into the Omni platform has become the central differentiator for these global deals. This data backbone is particularly critical as streamers continue to scale their ad-supported tiers. Per Omdia's May 2026 forecast, connected TV advertising revenue is expected to surge to $81 billion by 2030, with Amazon and Netflix projected to capture significant market share alongside Google.

Competitive pressure is mounting as streamers own more of the tech stack. In Q3 2025, per OTTVerse reporting, Disney and Amazon launched an integration linking Disney's advertising exchange (DRAX) directly with Amazon's DSP, bridging content viewing with commerce signals. Omnicom's series of 2026 partnerships acts as an agency-led counterweight to these walled-garden alliances, providing a unified measurement layer for advertisers who must navigate a fragmented landscape. In India, the market is particularly volatile following the November 2024 merger of Reliance Industries and Disney's India business. Per Fortune India, the resulting JioStar entity (including JioHotstar) has shifted significantly toward hyperlocal and in-content advertising to serve a billion-person audience across varying regional languages.