Omnicom strikes partnerships with PayPal and X as its ‘live’ blitz at Cannes Lions continues

Having decided that the value of live — be it live sports, live shopping, live-streaming, live events or live conversations — is of essential importance to its clients, Omnicom is partnering with several major platforms and publishers to harness live’s power. 

DIgiday has learned that the holding company today is announcing partnerships with payment platform PayPal as well as with X, in hopes of getting clients closer to influencers and content that shows a higher propensity to spur consumers to purchase – and adding valuable purchase data to show where consumers are spending. 

Starting with the X partnership, Omnicom is looking to take advantage of the fact that X is working to attract more creators and influencers, given its clout as a major second-screen hub. X has already solidified its status as a real-time reflector of trends too — both elements that Omnicom is looking to tap into, according to Megan Pagliuca, Omnicom Media Group North America’s chief product officer. 

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.