Omnicom and Disney Launch Dynamic Sequential Ad Solution for Streaming

In the long arc of advertising's uneasy relationship with human attention, Omnicom Media and Disney have arrived at a quiet but meaningful inflection point: rather than repeating a single message until it breeds resentment, they have built a system that lets brand stories unfold across a viewing session the way a conversation deepens over time. The partnership, drawing on Disney's audience intelligence, Acxiom's data infrastructure, and Innovid's sequencing technology, addresses a frustration felt by nearly two-thirds of streaming viewers — the numbing repetition of the same advertisement seen